Hyatt has entered into a joint venture with China-based BTG Homeinns Hotels Group for an upper-midscale hospitality brand — UrCove. Pronounced as “your cove”, this homegrown brand aims to cater to the needs and preferences of Chinese travellers, especially road warriors, who according to the new brand, have limited options to experience a comfortable travel.

Expressing his views on this new launch, Stephen Ho, president of Greater China, global operations, Hyatt said, “Given China’s growing economic importance and the phenomenal growth of its middle-class segment, the UrCove brand strengthens our representation in the underserved upper-midscale segment, and we believe that this locally developed brand will advance our commitment to this important market.”

UrCove branded hotels will be located in gateway cities, offering great accessibility to business and leisure travellers. The hotels will be equipped with high-end business venues, extensive F&B options and recreational amenities.

The first two UrCove branded hotels are expected to open in Shanghai and Beijing by late 2020.