Core Insights - The domestic hotel market is increasingly competitive, leading hotel groups to focus on member acquisition and retention strategies [1][5] - Hilton has introduced a new membership tier, "Yao Diamond," marking its first change in membership structure in years, while other hotel groups have also been actively updating their membership systems [2][5] - The rapid changes in membership systems reflect both new growth opportunities and underlying challenges within the hotel industry [5][20] Membership System Adjustments - Hilton's membership adjustments include easier access to Gold and Diamond tiers, while the new Yao Diamond tier has a high spending requirement of $18,000 [2][10] - The introduction of the Yao Diamond tier aligns Hilton more closely with competitors like Marriott and Hyatt, which have similar high-tier memberships [2][10] - The overall trend shows that international hotel groups are differentiating their high-end memberships, but there is a risk of homogenization as many brands adopt similar strategies [3][10] Industry Trends and Challenges - The hotel industry is experiencing a collective push to enhance membership systems, with over ten hotel groups, including Jin Jiang and Huazhu, updating their membership offerings in 2024 alone [5][20] - The focus has shifted from merely acquiring customers through public channels to cultivating high-value members through tailored benefits [7][20] - Digital transformation is enabling hotels to better understand member preferences, allowing for more personalized and effective membership programs [8][20] Member Experience and Satisfaction - Despite the apparent enhancements in membership benefits, many members express dissatisfaction with the actual usability of these benefits, leading to a perception of "inflation" in membership tiers [10][12] - Common complaints include the difficulty in redeeming benefits and the high barriers to accessing promised perks, which diminishes trust in the membership systems [14][18] - The industry faces a challenge in ensuring that membership benefits are not only extensive but also genuinely valuable and accessible to members [19][20] Recommendations for Improvement - Future membership strategies should focus on precise targeting of different customer segments, ensuring that benefits align with specific needs [21][20] - Simplifying membership rules and making benefits more transparent can enhance member satisfaction and engagement [22][20] - Strengthening the execution of promised benefits is crucial for maintaining member trust and loyalty [23][20] - Building emotional connections through meaningful interactions and relevant partnerships can enhance the overall member experience [26][20]