Zheng Quan Ri Bao Zhi Sheng·2026-01-06 10:20Core Insights - Starbucks China has partnered with Atour Group to launch a joint membership program, enhancing the benefits of the Starbucks membership club [1][3] - The collaboration aims to provide a comprehensive "coffee + travel" experience for Starbucks' 160 million members, offering practical travel benefits such as room upgrades and complimentary breakfasts [3][4] Membership Benefits - Members of both Starbucks and Atour can enjoy exclusive benefits, including up to 360 days of Atour Gold membership core benefits for Starbucks Gold and Diamond members [1][4] - Starbucks Gold members can receive up to 12 Atour Gold membership privileges, while Diamond members can upgrade some privileges to Atour Platinum membership, gaining additional benefits [4][5] - Atour members can earn Starbucks stars, which can be redeemed for various rewards, enhancing the value of the membership experience [5][6] Strategic Goals - The partnership reflects both companies' commitment to creating valuable travel experiences for customers, focusing on enhancing user satisfaction from daily life to travel [3][6] - Starbucks aims to continue expanding its membership offerings and partnerships in the "coffee + travel" sector, enhancing the overall quality of life for its members [6]