Group 1 - The core idea of the news is the launch of the "Meituan Black Diamond Member Experience Officer" program, which aims to provide unique travel experiences and promote deep tourism activities among young members [1][2][3] - The program includes activities such as exploring underground caves, hot air balloon rides, and experiencing intangible cultural heritage, specifically tailored to the interests of the younger demographic [2][3] - The initiative is part of a broader strategy to enhance the travel experience for Meituan members, with a focus on high-star hotels and unique local experiences [3][4] Group 2 - Meituan's travel data indicates a 59% year-on-year increase in cultural tourism orders for the upcoming "National Day" holiday, with Yangshuo being a popular destination [2] - The Yangshuo Banyan Tree Hotel reported a 20% increase in out-of-province visitors, with 95% of guests coming from other provinces, and a 61% increase in overnight stays compared to the previous year [3] - The hotel also noted a 68% increase in spending among Black Gold and Black Diamond members, highlighting the growing trend of young consumers seeking high-quality travel experiences [3]

Core Insights - Meituan has launched a new hotel membership points program that includes benefits such as "points for cash," "accelerated points," and "monthly points rewards" for members [1][3] - The program covers over 200,000 hotels across 31 provinces in China, with nearly half being high-star hotels [1][3] - The initiative aims to enhance customer loyalty and engagement within Meituan's membership ecosystem, particularly targeting younger consumers [3][4] Group 1: Membership Program Details - The new program allows members to use points to directly offset hotel costs, with black diamond members receiving double points and platinum members enjoying monthly point rewards [1][3] - In July, high-star hotel night stays in major cities like Beijing, Shanghai, Guangzhou, and Shenzhen increased by 25%, while new tier cities saw a 40% growth [3][4] - The program is designed to attract high-frequency, high-spending young consumers, with a significant portion of the target demographic being under 30 years old [4][5] Group 2: Market Trends and Consumer Behavior - The Chinese internet membership economy is projected to grow, reaching 217.58 billion yuan by 2025 [3] - Young consumers are increasingly favoring platforms that offer competitive membership benefits, leading to a shift in traditional supply-demand dynamics in the hotel industry [4][5] - During the pilot phase, participating high-star hotels reported over a 10% increase in both night stays and gross merchandise volume (GMV) due to the "10x points" strategy [4]