Core Insights - Hotel groups are increasingly partnering with ride-hailing services like Didi to enhance their membership ecosystems, similar to previous collaborations with Alipay [2][3] - The collaboration between Hilton and Didi aims to integrate accommodation and transportation resources, creating a "one-stop" membership benefits system that enhances the travel experience for modern travelers [4][5] - The trend of binding hotel memberships with high-frequency services like transportation is driven by the need to activate "sleeping members" and increase engagement through daily usage scenarios [7][8] Hotel Group Collaborations - Multiple hotel brands, including InterContinental, Marriott, Wanda, and Huazhu, have established partnerships with Didi, offering various member benefits such as ride discounts and exclusive services [5][6] - The partnerships allow for reciprocal benefits, where members can exchange loyalty points and gain access to enhanced services across both platforms [7][8] Membership Engagement Challenges - Hotel membership systems traditionally focus on low-frequency usage, leading to low engagement rates, with some groups reporting active member rates below 10% [7] - The integration with Didi provides a solution by embedding hotel membership into daily commuting and travel needs, thus increasing the frequency of member engagement [8][12] Future Directions - The hotel industry is exploring further collaborations beyond transportation, potentially integrating fitness data or office services to create a more comprehensive membership experience [12][13] - The shift towards a "big membership" era reflects a broader transformation in the hotel industry, moving from a focus solely on accommodation to encompassing a full range of lifestyle services [14][15] User Loyalty and Value Creation - Membership systems are becoming critical for enhancing market competitiveness, with member contributions to direct sales reaching 45%-50% [14] - The evolution of loyalty programs into lifestyle currencies allows for greater user engagement and satisfaction, as members can utilize their points across various services beyond just hotel stays [16][17]

"中国文旅市场的活力正在不断释放，尤其是在中国政府持续推动文旅消费、提振内需的背景下，我们 看到了双重利好：一方面是入境游持续回暖，另一方面是本地旅行需求向更多元、更深度的方向延 展。"希尔顿集团大中华区及蒙古商务发展高级副总裁黄劼近日在接受经济日报记者采访时表示。 目前，希尔顿集团在中国已开设酒店超过840家，遍布中国260多个目的地。黄劼表示，中国市场具有巨 大的消费潜力，集团相信，凭借希尔顿的全球网络、强大的会员生态和本地化运营经验，希尔顿能持续 为中国宾客带来更高品质、更具个性化的旅行体验。 希尔顿集团日前宣布与滴滴出行达成战略合作，以实现双方会员生态互通。双方将整合住宿与出行场景 资源，推出"住行一体"会员权益体系，实现会员价值在住宿与出行两大场景的衔接与延伸。 此次希尔顿集团与滴滴出行达成战略合作，是集团首次将出行场景深度融入酒店会员权益体系。黄劼表 示，会员的需求正在变得越来越多元，他们更重视会员身份带来的体验与价值感。 此次合作也标志着希尔顿荣誉客会在本地生活服务领域的又一次拓展。 消费者的需求是什么？如何为会员创造更多价值？这是希尔顿集团探索合作领域创新与业务深度拓展的 核心问题。"当我们的 ...

记者、编辑 ｜ 汤威 5月20日，康莱德活动会场大屏上不断滚动的问题吸引了在场人们的目光，"早高峰有个重要的会议想快 点出发, 不好叫车怎么办？"，"晚上的航班，但酒店12点退房，到机场太早了， 能否晚点退房？"这是 希尔顿集团与滴滴出行战略合作的发布会现场，一个个真实的问题和需求直击在场每个出行人的痛点。 本次国际酒店集团与本土出行品牌实现了会员生态互通，旅行场景的生动再现也诠释了此次"住行一 体"跨界合作将会产生的叠加效应。 希尔顿集团与滴滴出行达成战略合作 在此次合作中，希尔顿荣誉客会会员与滴滴里程会员将实现权益互通，根据各自的会员等级，享受定制 化的专属权益。希尔顿荣誉客会会员在出行方面将享有滴滴出行提供的优惠与便利，而滴滴里程会员则 能享受希尔顿荣誉客会的诸多礼遇，进一步提升其旅行体验。 希尔顿荣誉客会会员与滴滴里程会员实现权益互通 这不是希尔顿荣誉客会第一次的跨界合作。去年6月，希尔顿集团便与星巴克中国达成合作伙伴关系， 希尔顿荣誉客会会员和星巴克星享俱乐部会员可通过关联账户共享联合会员的专属权益。过去，酒店的 会员体系大多围绕住宿场景构建，而近年来，随着旅行体验的边界不断拓展，早已不止于酒店本身 ...