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Hyatt has forged a joint venture with Shanghai-based Homeinns Hotel Group to launch a new brand in China later this year.
The not-yet-named brand will target younger travelers in the upper-midscale segment, which Hyatt and Homeinns say is currently underserved in China. Hyatt said the new brand will “be built specifically to meet Chinese travelers’ preferences and growing expectations.”
The partners plan to open hotels in Shanghai, Beijing, Guangzhou, Shenzhen and other cities over the next five years.
Homeinns Hotel Group operates Home Inn, one of China’s largest economy hotel chains. The company has expanded its midscale presence in recent years, opening properties under its Yitel Premium, Homeinnplus and Homeinn Selected flags.
Hyatt currently has 70 hotels in Greater China, and says more than 100 are in the pipeline.
Source: travelweekly.com
