Hyatt has unveiled new hotel brand Urcove (styled UrCove), aimed at China’s frequent business travelling “road warriors”.

The new brand has been developed in partnership with BTG Homeinns Hotels Group, and will be positioned to compete in the country’s “currently underserved upper-midscale segment”.

The first properties are expected to open in Shanghai and Beijing in late 2020.

Pronounced “Your Cove”, the branding is “a metaphorical reference to having a safe harbour for a boat while on a journey at sea”, and is accompanied by the Chinese name Yifei, which “takes on the same concept of providing comfort, assurance and an overall feeling of being at home for travellers”.

The brand’s logo features a C-shaped symbol which “references a bay as well as waves of the vast sea”, while the arching details within it “echo Urcove hotels being the reliable shelter, as the brand aims to provide a cozy sanctuary for travellers to recharge with excellent quality and care backed by Hyatt”.

According to Hyatt, Urcove hotels will be situated in “highly accessible locations in gateway cities where travelers can get the best business and leisure experiences”, and will feature “functional business space and practical amenities”, as well as leveraging “Hyatt’s highly renowned food and beverage excellence”.

Hyatt says that it views “road warriors” as referring to “an extension within the upper-midscale segment of frequent business travellers”, with the market segment expected to reach 440 million people in China by 2020.

Commenting on the news Stephen Ho, president of Greater China, global operations, Hyatt, said:

“As we commemorate our 50th year in Asia Pacific and Greater China region, we are committed to maximizing our core business to drive purposeful growth and cater to the high end travelers of every segment we serve.

“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.”