(TAN): UrCove, a new hotel brand created under the joint venture of Hyatt and BTG Homeinns Hotels Group – one of China’s largest hospitality groups – has its first property available for reservations on Hyatt.com.
The brand, which will be largely based in China, will provide World of Hyatt members more stay options to choose from and more opportunities to earn and redeem points on hotel stays along with exclusive in-hotel benefits.
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The UrCove brand is specifically designed to meet Chinese travelers’ preferences and growing expectations for a seamless, comfortable and efficient travel experience in the upper-midscale market.
The first UrCove hotel, UrCove Shanghai Jing’an, located in the prime location of the Jing’an Temple shopping and business area in Shanghai, is expected to open on October 1, and is currently accepting guest reservations via Hyatt channels as well as Homeinns channels. Members booking through Hyatt channels can earn and redeem points through World of Hyatt while guests booking through Homeinns channels can participate in BTG Homeinns Club, Homeinns Hotels Group’s loyalty program.
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“Hyatt continues to strategically expand its brand presence in China, a rapid growth market that remains a priority for Hyatt,” said Stephen Ho, president of growth and operations, Asia Pacific, Hyatt. “Together with BTG Homeinns Hotels Group, the UrCove brand strengthens Hyatt’s representation in the underserved upper-midscale segment, making the brand much more accessible for Chinese middle-class travelers. The customer base is large, attractive, and growing, and we are excited to continue enriching World of Hyatt members’ experiences with more unique stay options, now including the UrCove brand.”
