Hyatt Signs With Shanghai Xintian Real Estate Co. for 186-Room Hyatt Centric Hotel in Minghang, Shanghai

USA, Chicago, Illinois. May 15, 2019

Hyatt Hotels Corporation (NYSE:H) announced today that a Hyatt affiliate has entered into a management agreement with Shanghai Xintian Real Estate Co. Ltd., a joint venture by Shanghai Industrial Urban Development Group Limited (SIUD), Sun Hung Kai Properties Limited (SHKP), and Shanghai Minhang Urban Construction Investment Co., Ltd. for a Hyatt Centric hotel in the rising southwestern Shanghai. The 186-room hotel will be situated in a pivotal location, ideal for socially connected guests to find shareworthy experiences in the heart of the fast-growing city of Shanghai.

A world-class city that never sleeps, Shanghai evokes modern, historical, and cosmopolitan experiences all at once. It has been one of the fastest developing cities in the world for the last twenty years, with more growth expected for years to come. Minhang, located in one of the inner suburbs of Shanghai, connects the busy Xuhui and Pudong districts with the surrounding areas of Hangzhou Bay. As home to two of Shanghai's newest areas, Xinzhuang and Hongqiao, the district has realized striking growth in recent years with an aim to become a modern downtown hub by 2020.

"As Hyatt's fastest growing lifestyle brand, the Hyatt Centric brand is all about connecting guests to the heart of the action so they never miss a moment of adventure," said Stephen Ho, President, Greater China, Global Operations for Hyatt. "As we commemorate Hyatt's 50th anniversary in Greater China and the Asia Pacific region this fall, we are delighted to be expanding this unique brand to both international and Chinese travelers in Shanghai - another exciting addition to the Hyatt portfolio in this ever-thriving city. We look forward to working with Xintian Properties on this project, with SIUD offering the most prime location in Minhang and SHKP's extensive experience in mixed-use development to witness what this destination has to offer and set new milestones in the hospitality industry."

Expected to open in 2024, the new Hyatt Centric hotel will be a part of a 7.5 million-square-foot (700,000-square-meter) mixed-use development on top of the Xinzhuang Subway Station, comprised of residential units, serviced apartments, premium offices and a grand shopping mall. Designed with social spaces to connect guests with one another, the hotel will feature a restaurant, gym, an 82-foot (25-meter) pool and two multi-functional meeting rooms to capture the burgeoning demand in the emerging Xinzhuang area. The development will be easily accessible to the Minhang Economic Development, Zizhu Science Park, National Exhibition and Convention Center and Shanghai Hongqiao International Airport/Hontqiao Railway Station via subway. It will also be connected to central Shanghai and nearby provinces and cities via expressways.

"It is our great pleasure to be working with Hyatt on this project and look forward to leveraging our expertise with Hyatt's innovative approach in the hospitality industry to meet our customers' evolving needs," said Eric Tung, Executive Director of SHKP and Board Chairman of TODTOWN. "This project has received huge support from the local government and is the first transit-oriented development to be constructed without disrupting existing transit operations. The complex is set to be another successful transportation hub in Shanghai, connecting the south and north sides of the railway to alleviate the current urban fragmentation problems."

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Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.