Core Viewpoint - The international hotel groups are actively engaging in member acquisition strategies in the Chinese market, despite facing challenges and competition from local hotel brands [1][2][3] Group 1: Market Dynamics - The market influence and brand power of foreign hotel groups remain strong, but the gap with local brands is narrowing [3][9] - The membership value of international hotel brands is diminishing due to increased collaboration with various platforms, leading to a dilution of exclusivity [4][9] - User demographics are evolving, with younger consumers showing less loyalty to international brands, favoring local brands that better understand their needs [9][29] Group 2: Performance Metrics - In 2024, major hotel groups like Marriott, InterContinental, and Hilton reported declines in RevPAR in the Greater China region, contrasting with their global growth [10][11] - The Greater China market, once a growth engine for these groups, is now a lagging segment [10][11] Group 3: Membership Strategy - International hotel groups are restructuring their membership strategies, opting to distribute benefits across multiple platforms to attract new users [11][30] - Different platforms offer varying levels of membership benefits, indicating a tiered approach to partnerships [12][16] - The collaboration with platforms like Fliggy has resulted in significant membership growth for international brands, with over 6 million new members attributed to these partnerships [19][17] Group 4: Competitive Landscape - The competition in the domestic hotel market is intensifying, with local brands rapidly gaining ground [28][29] - International hotel groups are faced with the dilemma of balancing data acquisition and effective member engagement in a challenging market [29][30] - The strategy of engaging multiple partners aims to enhance brand presence while maintaining a stable base of loyal members [31]