Hyatt has officially opened the first five properties under its new Urcove brand.
Three of the hotels are located in Shanghai’s Jing’an, Lujiazui EXPO and Wujiaochang districts, with the other two situated in Chengdu’s city centre and by Nanjing’s South Railway station.
Urcove (short for ‘Your Cove’) was launched in 2019 in partnership with BTG Homeinns Hotels Group, and is aimed at China’s frequent business travelling “road warriors”, positioning itself to compete in the country’s “currently underserved upper-midscale segment”.
Each Urcove property features an all day dining restaurant, 24-hour gym, self-service laundry room, meeting space, and the multi-functional ‘Urcove Space’ for business and social gatherings.
The brand participates in the World of Hyatt loyalty programme, and members can earn 500 bonus points for stays at the three Shanghai properties until January 31, 2021.
Commenting on the news Stephen Ho, president of growth and operations, Asia Pacific, Hyatt, said:
“China remains a priority market for Hyatt’s growth, and we are committed to unlocking the huge potential of the country’s emerging middle class and growing domestic travel trends.
“UrCove hotels cater to the underserved premium upper-midscale segment and with five UrCove hotels open in the major gateway cities of Shanghai, Chengdu and Nanjing, the brand is more accessible for this large, attractive and growing customer base.
“This also marks a tremendous business opportunity for Hyatt and BTG Homeinns Hotel Group, as we continue enriching guests’ and World of Hyatt members’ experiences with more unique stay options, now including the UrCove brand.”
Earlier this month Hyatt opened its largest property to date in the Asia-Pacific region, with the unveiling of the 1,600-room Grand Hyatt Jeju.
