Atour Partners with Zhima Credit and Huabei to Expand Member Service Touchpoints
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Hotel loyalty competition is shifting from price discounts to differentiated service experiences, with credit systems and consumer finance platforms becoming new channels for hotel customer acquisition and member operations, offering reference for business-travel accommodation benefit design.
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- Pinchain TourismAtour 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…