How Hotel Membership Systems Attract Gen Z

On October 8, 2026, China Tourism News reported that, facing the 18–30 age group that contributes over 60% of room nights, hotel groups including Marriott Bonvoy, Jinjiang Hui, BTG Homeinns, Huazhu Club, and Atour are upgrading their membership systems, with points redeemable for F1 Chinese Grand Prix VIP spots, star tour tickets, and esports event packages, and are launching instant benefits such as 1-point lucky draws and student-exclusive discounts. The report also pointed out that most membership programs remain at the level of superficial labeling, and that points benefit design lags behind Gen Z's demand for both emotional consumption and value consumption.