CAPTURING CHINA ’ S MIDDLE CLASS
TRENDING
MEETING
AT MOXY
New York-based developer and investor Lightstone worked with Marriott International to articulate an American version of Marriott ’ s select-service , small-footprint Moxy brand that worked in New York City . One way that played out , says Lightstone President Mitchell Hochberg , was in the public spaces .
Conventional meeting rooms are out . “ In Moxy Times Square ( opened in 2017 ), we built studios as part of the lobby that were glass-enclosed rooms that had conference tables that you could either rent for the day or you could just come in and squat in the rooms and use them for meetings ,” Hochberg says . “ We felt most of our guests were people that were in the creative world and didn ’ t need a conference room — they just needed a space and they loved the energy of being part of the lobby .” The spaces are booked almost 18 hours a day , he says .
At night , the conference tables become part of the lobby experience . But that didn ’ t feel quite right . At the Moxy in Chelsea , opened in February , designers were told to configure the studios “ so that they could deconstruct into a lounge area and be taken apart by a 110-pound woman in five minutes ,” Hochberg says . Glass doors slide and fold into the wall , conference tables collapse into credenzas and seats come together as sofas .
Hochberg says Lightstone is happy with how both Moxys are performing compared with their comp sets . Chelsea was significantly over 100 RPI ( RevPAR index ), and Times Square was hovering around 100 — “ well accepted ,” he says . — JEFF WEINSTEIN
Mitchell Hochberg
CAPTURING CHINA ’ S MIDDLE CLASS
With China ’ s domestic tourism revenue rising and its middle class expected to comprise more than a third of its population by 2030 , hotels are adapting to changing demand .
David Sun
Enter a joint venture between Hyatt Hotels Corporation and BTG Hotels Group to launch UrCove ( a reference to safe harbor for a boat ), a brand catering to domestic Chinese travelers in the underserved upper-midscale segment .
“ UrCove hotels will be tailor-made to meet the demands of young and frequent travelers in China who often seek out efficiency and comfort but might be hampered by resources and opportunities to get the best out of their travel experience ,” says Stephen Ho , president of Greater China , global operations at Hyatt .
F & B is at the brand ’ s heart , with comfort food , a healthy breakfast and other options that promote well-being , Ho says . Working spaces will aim at business travelers , while locations in gateway cities will appeal to the leisure set as well . The first two UrCoves will open next year in Beijing and Shanghai , with additional hotels in those cities , Guangzhou and Shenzhen planned over the next five years , in both new-builds and converted buildings .
Homeinns operates one of China ’ s largest economy chains and counts more than 3,000 hotels in its portfolio but is new to upper-midscale . “ This joint venture will enable BTG Homeinns to scale up its offerings and learn the best practices of premium hospitality from a global leader ,” says David Sun , general manager of BTG Homeinns Hotels Group and chairman and CEO of Homeinns Hotel Group .
Hyatt has seven brands in China , but UrCove is the first targeting the Chinese traveler . Ho says the 50-50 JV has its own management team as well .
“ We are expecting this new brand ... to become an international brand to care for consumers worldwide ,” Sun adds . — ALICIA HOISINGTON
14 hotelsmag . com November / December 2019