Atour Partners with Zhima Credit and Huabei to Expand Member Service Touchpoints

Atour Group entered a strategic partnership with Ant Group's Zhima Credit and Huabei, under which eligible users with Zhima Credit scores above 800 and Huabei intimacy levels V3 and V4 can claim Atour Gold membership and enjoy benefits including free breakfast for two, 12% off bookings, and late checkout. iiMedia Research data shows that among Chinese consumers' main reasons for joining hotel loyalty programs in 2025, 47.33% cited exclusive services such as room upgrades and late checkout, and 46.67% valued convenient services such as priority check-in and dedicated customer service, both higher than the 41.78% seeking member price discounts. Atour has previously partnered with Didi, Starbu…