Sou Hu Wang·2026-01-09 01:03Core Insights - Starbucks China has announced a partnership with Atour Group to launch a joint membership program, enhancing the benefits of the Star Enjoy Club [1][3] - The joint membership allows members to enjoy up to 360 days of Atour Gold membership benefits, including room upgrades, complimentary breakfasts, and late check-outs [1][6] - The collaboration aims to create a seamless "coffee + travel" experience for the 160 million Starbucks members in China [3][9] Membership Benefits - Members can easily bind their accounts through apps or WeChat mini-programs to access exclusive benefits such as room upgrades and complimentary breakfasts [4] - Starbucks Gold and Diamond members can enjoy up to 12 Atour Gold membership experiences, equivalent to 360 days of core benefits, including 36 breakfast vouchers and 36 late check-out vouchers [6] - Atour members can earn double stars when making purchases at Starbucks during their stay at Atour hotels [6][8] Future Plans - Starbucks plans to continue expanding its membership services and partnerships in the "coffee + travel" sector, aiming to enhance the overall member experience [9] - The company has established a four-tier membership system, allowing members to accumulate "gift stars" through daily purchases and activities, which can be redeemed for various rewards [9] - Starbucks has introduced a special day for members, "Star Day," to encourage engagement and reward accumulation [9] Company Background - Since entering China in 1999, Starbucks has been actively involved in the development of the premium coffee industry [10] - As of September 2023, Starbucks operates over 8,000 stores in China, covering more than 1,000 county-level markets [10] - Atour Group, established in 2013, has over 1,948 hotels and more than 108 million registered members as of September 2025 [11]