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

Key points

• Atour Group entered a strategic partnership with Ant Group's Zhima Credit and Huabei, under which eligible users can claim Atour Gold membership and corresponding benefits.
• The partnership targets users with Zhima Credit scores above 800 and Huabei intimacy levels V3 and V4, who can claim Atour Gold via the Zhima Credit page and enjoy benefits including free breakfast for two, 12% off bookings, and late checkout.
• An Ant Group executive said credit capabilities were previously used mainly for tool-like scenarios such as deposit waivers and pay-later services, and this partnership aims to give users with good credit more tangible service experiences.
• 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 on member benefit tie-ins, launched a joint membership with Starbucks China in early 2026, and rolled out a luggage delivery service with SF Express in July.