UrCove Hotels brand was developed under a joint venture partnership between Hyatt and BTG Homeinns Hotel Group affiliates. Credit: Hyatt.

Hyatt has opened the first five properties under UrCove Hotels brand in China to target the country’s upper-midscale segment.

This new hospitality brand is a joint venture between Hyatt and BTG Homeinns Hotel Group affiliates.

The hotels under the new brand feature an all-day dining restaurant, a 24-hour gym, a self-service laundry room, and meeting rooms. They also offer self-service check-in and checkout to the guests.

Additionally, these hotels feature ‘UrCove Space’ which provides the guests with a multi-functional space for business and social gatherings.

The first five locations under the new brand are UrCove Shanghai Jing’an, UrCove Shanghai Lujiazui EXPO, UrCove Shanghai Wujiaochang, UrCove Chengdu City Center and UrCove Nanjing South Railway Station.

Hyatt Asia Pacific growth and operations president Stephen Ho 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.”

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BTG Homeinns Hotels Group general manager and Homeinns Hotel Group chairman and CEO David Sun added: “We are excited that our collaboration with Hyatt has come to realization after 17 months of hard work.

“By combining our extensive knowledge of the local market with Hyatt’s experience in premium care and hospitality, UrCove hotels are setting a new benchmark in the local hospitality industry.”

Speaking on the new brand, UrCove Hotels joint venture CEO and managing director Elton Sun said: “All UrCove hotels are equipped with advanced technology, thoughtful & social communal spaces to provide guests with a seamless, comfortable and refined living environment.

Furthermore, the new properties scale up the World of Hyatt loyalty programme’s presence in China.

Recently, Hyatt Hotels opened a new 220-room luxury property in China.