Core 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]

Core 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]