【专访】希尔顿集团亚太区商务发展高级副总裁Ben George：从出行到入住，酒店会员生态正快速“延伸”

Core Insights - Hilton Group and Didi Chuxing have formed a strategic partnership to integrate their membership systems, allowing for mutual benefits and enhanced travel experiences for their respective members [3][5][11] - The collaboration aims to address consumer demands for a seamless travel experience that extends beyond just accommodation, reflecting a trend towards a more integrated travel ecosystem [5][7] Group 1: Strategic Partnership - The partnership allows Hilton Honors members to access discounts and conveniences from Didi, while Didi's members can enjoy various benefits from Hilton [3][8] - This is not Hilton's first cross-industry collaboration; previous partnerships include one with Starbucks, indicating a broader strategy to enhance member experiences beyond traditional hotel stays [5][7] Group 2: Market Trends and Consumer Insights - A significant 81% of Chinese travelers are seeking diverse experiences that go beyond accommodation, highlighting a shift in consumer expectations towards a more holistic travel experience [5] - The collaboration is designed to create a "travel journey loop" that enhances user experience by integrating transportation and accommodation services [7][8] Group 3: Membership Growth and Market Position - Hilton has over 840 hotels in China and a global membership base exceeding 218 million, indicating a strong market presence and potential for growth through this partnership [11][16] - The partnership targets Didi's high-end members (V6 to V8), who have higher spending power and frequent travel needs, aligning well with Hilton's core customer base [8][11] Group 4: Future Directions - Hilton plans to continue expanding its cross-industry partnerships, particularly in transportation, lifestyle, and cultural entertainment sectors, to enhance its membership ecosystem [17] - The collaboration with Didi is seen as a significant step towards transforming Hilton Honors from a traditional loyalty program into a lifestyle loyalty platform [14][15]