Hyatt and BTG Homeinns partnership launches ‘UrCove’ hotel brand

Following a joint venture announcement in February, Hyatt and BTG Homeinns Hotels Group have recently unveiled the result, a new hospitality brand – UrCove. 

Positioned to compete in the upper-midscale segment, the first two UrCove hotels are expected to open in Shanghai and Beijing by late 2020.

Leveraging the respective strengths and resources of Hyatt and Homeinns, the homegrown UrCove hotel brand is being built specifically to meet Chinese travellers’ preferences and growing expectations for a seamless, comfortable, and premium travel experience in the upper-midscale market. One of the targeted groups is “Road Warriors” – a term used to identify an extension within the upper-midscale segment of extremely frequent business travellers. 

Located in highly accessible locations in gateway cities, UrCove hotels will provide functional business space and practical amenities to allow travellers to manage work tasks while exploring their host city with ease, backed up by Hyatt’s renowned food and beverage facilities.

The name UrCove – pronounced as “your cove” – is being described by the parties involved as a metaphorical reference to having a safe harbour while on a voyage. The Chinese name Yifei (逸扉) also evokes the same ideas of providing comfort, assurance, and an overall feeling of being at home when travelling.

The streamlined logo design – an elegant C-shaped symbol – represents a bay amongst the waves of a vast sea. The hope is that UrCove hotels are signified as a reliable shelter, where the brand aims to provide a cosy sanctuary for travellers to recharge.


“As we commemorate our 50th year in Asia-Pacific and Greater China region, we are committed to maximising our core business to drive purposeful growth and cater to the high-end travellers of every segment we serve,” said Stephen Ho, president of Greater China, global operations, Hyatt. 

Data released by China’s Ministry of Culture and Tourism showed that domestic tourism revenue had increased by 13% in 2018, bringing in a solid revenue of RMB5.05 trillion. The growing middle-class population and the government policy of boosting domestic consumption has provided the potential for long-term growth for the country’s travel and hospitality market.

Ho concluded, “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.”