Hyatt Hotels and BTG Hotels have announced the development of a new partnership between Hyatt and the BTG affiliate Homeinns Hotel Group. The two companies will launch soon-to-be-named brand aimed at accommodating the evolving needs of young travelers throughout the upper-midscale segment in China. A rollout of properties will be introduced in gateway cities such as Beijing, Guangzhou, Shanghai, and Shenzhen over the next five years.
“With 70 iconic hotels and a pipeline of more than 100 properties in Greater China, Hyatt is committed to a longterm strategy of purposeful growth in the region. This collaboration is expected to provide Hyatt with deep China insights, build brand awareness, and grow loyalty with a new set of travelers,” says Stephen Ho, president of Greater China global operations for Hyatt. “All of our brands are positioned at the high end of every segment in which they operate, and this joint venture will be no different. Strengthening our representation in the underserved upper-midscale segment will advance our China commitment and is designed to deliver sustainable growth and value to all of our stakeholders. We look forward to bringing our brand of personalized hospitality and culture of care to more Chinese travelers.”
“The combination of Hyatt’s expertise in premium hospitality with our local insight and vast network will ensure our collaboration will create opportunities and benefits for Chinese travelers as well as the overall hospitality industry,” says David Sun, general manager of BTG Homeinns Hotels Group and chairman/CEO of Homeinns Hotel Group. “We believe a joint venture relationship, where both parties are invested in the brand and the ultimate outcome, will be the most strategic collaborative model to make an impactful entry into this complex and competitive market. Our goal is to pioneer a unique home-grown local brand with international backing that will serve as an important competitive advantage for both parties—a win-win situation for Homeinns, for Hyatt and for Chinese consumers.”
