3 6 Ke·2025-06-30 00:07Core Insights - Meituan has launched a joint membership program with Marriott, allowing Meituan members to access Marriott's loyalty benefits, including the ability for Meituan's black diamond members to become Marriott gold members and participate in platinum challenges [1][4] - Marriott is facing performance pressure in the Greater China region, with key metrics like RevPAR and ADR declining, indicating a need for strategic partnerships to attract new customers [4][7] - The collaboration reflects a mutual benefit: Meituan seeks to enhance its influence in the high-end hotel market, while Marriott aims to tap into Meituan's user base to boost its membership and customer engagement [6][10] Meituan's Strategy - Meituan's core business in food delivery and instant retail has lower profit margins compared to the hotel industry, prompting a strategic shift towards high-end hotel partnerships to improve profitability [4][12] - The partnership with Marriott is seen as a small step for Meituan in its long-term strategy to penetrate the high-end hotel market, which has been challenging due to competition from Ctrip [12][16] - Meituan's approach to the high-end market is characterized by a gradual accumulation of market share, leveraging partnerships like the one with Marriott to enhance its competitive position [16][18] Marriott's Market Position - Marriott's recent performance in the Greater China market shows a decline in RevPAR to $71.2, down 1.6% year-on-year, and ADR to $112.7, down 2.7% year-on-year, highlighting the need for strategic initiatives to stabilize revenue [4][7] - The partnership with Meituan is part of Marriott's broader strategy to expand its customer base, particularly targeting high-spending users on Meituan's platform [10][11] - Marriott's aggressive expansion plans include signing a record 161 new projects in the Greater China region, adding over 30,000 rooms, with a focus on lower-tier cities [7][11] Competitive Landscape - The collaboration indicates that Meituan has limited bargaining power in the high-end hotel sector, as Marriott maintains a strong position despite the need for new customer acquisition [9][10] - The competitive dynamics are shifting, with both Meituan and its rivals like Alibaba and JD.com investing heavily in the hospitality sector, which may intensify competition for market share [20][23] - The concept of "accommodation+" promoted by Meituan may not significantly impact high-net-worth users who prefer established platforms like Ctrip for their travel needs, suggesting that Meituan's strategy may require further refinement [24][25]