Hyatt Launches New UrCove Hotel Brand

In February of this year, Hyatt and BTG Homeinns announced a strategic joint venture aimed at creating a new hospitality brand. Hyatt’s global experience in premium hospitality and BTG Homeinns’ scale as one of China’s largest hotel chains are the perfect mix for both companies to capitalize on China’s expanding travel and tourism market.

hyatt urcove

At the time, the new brand was not yet named. But now we have a name and more details. The new UrCove by Hyatt brand is built specifically to meet Chinese travelers’ preferences and growing expectations for a seamless, comfortable and premium travel experience in the upper-midscale market.

Announced at the China Hotels and Tourism (CHAT) conference today, UrCove, pronounced as “your cove”, is a metaphorical reference to having a safe harbor for a boat while on a journey at sea. The Chinese name Yifei (逸扉) also takes on the same concept of providing comfort, assurance and an overall feeling of being at home for travelers. The logo design of the UrCove brand uses a streamlined approach—the elegant C-shaped symbol references a bay as well as waves of the vast sea.

“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,” said Stephen Ho, president of Greater China, global operations, Hyatt in a press release. “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.”

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”.

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