Huan Qiu Wang Zi Xun·2025-08-22 06:23Core Insights - Meituan has launched a new hotel membership points program that includes benefits such as "points for cash," "accelerated points," and "monthly points rewards" for members [1][3] - The program covers over 200,000 hotels across 31 provinces in China, with nearly half being high-star hotels [1][3] - The initiative aims to enhance customer loyalty and engagement within Meituan's membership ecosystem, particularly targeting younger consumers [3][4] Group 1: Membership Program Details - The new program allows members to use points to directly offset hotel costs, with black diamond members receiving double points and platinum members enjoying monthly point rewards [1][3] - In July, high-star hotel night stays in major cities like Beijing, Shanghai, Guangzhou, and Shenzhen increased by 25%, while new tier cities saw a 40% growth [3][4] - The program is designed to attract high-frequency, high-spending young consumers, with a significant portion of the target demographic being under 30 years old [4][5] Group 2: Market Trends and Consumer Behavior - The Chinese internet membership economy is projected to grow, reaching 217.58 billion yuan by 2025 [3] - Young consumers are increasingly favoring platforms that offer competitive membership benefits, leading to a shift in traditional supply-demand dynamics in the hotel industry [4][5] - During the pilot phase, participating high-star hotels reported over a 10% increase in both night stays and gross merchandise volume (GMV) due to the "10x points" strategy [4]