店 转自：新华财经 随着暑期旅游旺季到来，出境游市场显著回暖。途牛等在线旅游平台的数据显示，今年暑期出境游预订量同比增长超60%，特别是在东南亚、欧洲等目的 地，住宿、交通和文旅消费呈现出显著攀升。而较早前中国旅游研究院发布的《中国出境旅游发展年度报告2024》显示，今年中国公民出境旅游人次有望达 到1.46亿。 在消费结构升级的背景下，游客对海外住宿体验的期望从"能住"转向"好住"，更青睐于熟悉、安全、便捷且可预期的服务体系。一些具备全球能力与数字平 台支撑的中国本土酒店集团，正逐步在这一趋势中扮演更加积极的角色。 上海中心J酒 全球布局提速，构建覆盖五大洲的服务网络 近年来，随着中国酒店管理能力、品牌力和数字化水平的提升，中资酒店集团"走出去"的步伐不断提速，包括锦江、华住、尚美等头部企业正加快在东南 亚、欧洲、中东等重点区域的布局，部分品牌已在海外实现直营、加盟、品牌授权等多种模式并行发展的格局。 作为"领头羊"，锦江国际集团近年来持续拓展全球布局。根据酒店行业权威媒体美国《HOTELS》杂志2024年7月公布的全球酒店集团排行榜，锦江国际集 团酒店规模位居全球第二、亚洲第一。截至2024年底，锦江投资 ...

"住酒店还能现场看脱口秀！" 上周末，锦江酒店（中国区）联合"会说笑喜剧俱乐部"打造的"悦见锦江·脱口秀漫游"，在成都锦江都 城酒店春熙路太古里店爆笑开麦，现场汇聚了近百名来自五湖四海的观众，观演人数再创新高。 将酒店空间变成年轻人的社交场，这是锦江酒店（中国区）依托锦江国际集团旗下旅途价值会员平台 ——锦江荟推出的新玩法：通过会员专享"酒店+脱口秀"组合让旅行更有趣，持续增加年轻会员客群的 黏性。 近年来，酒店会员经济变得非常火热。去年，希尔顿集团与星巴克中国达成合作，酒店和咖啡连锁行业 的首次"破圈"引来市场关注。今年，万豪旅享家与美团推出联合会员，整合双方在住宿、餐饮、本地生 活等领域的资源……在国内市场竞争加剧的背景下，各大酒店集团对会员体系的运营变得更加精细化和 全面化，力图筛选并留住高价值用户，进一步挖掘消费潜力。 积分兑换房、预订折扣等传统权益，已无法满足时下以年轻人为主的酒店会员群体，提供住宿以外的能 够有独特记忆点的体验权益成为新的吸引力所在。 2025年伊始，锦江荟就宣布全面焕新会员权益，通过提升锦江旗下所有酒店（含国内及海外酒店）的入 住获赠积分倍数，推出包括生日免费房在内的生日礼遇、升 ...

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]

Core Viewpoint - Jinjiang Hotel Group is facing a trust crisis due to "price inversion" issues, where prices on its official platform are significantly higher than those on third-party platforms [1][3][4]. Group 1: Price Inversion Issues - Investigations revealed that some Jinjiang franchise hotels set prices on the Jinjiang Hui app five times higher than on third-party platforms [1][2]. - During the May Day holiday, certain hotels showed full bookings on the official platform while being available on OTA platforms [2][4]. - Jinjiang's official platform has been reported to have higher prices compared to OTA platforms multiple times in recent months, indicating a systemic issue [5][9]. Group 2: Franchise and Group Dynamics - The "price inversion" reflects a growing conflict between franchise hotels and the Jinjiang Group over profit-sharing and visibility on booking platforms [3][4]. - Franchise hotels are increasingly favoring OTA platforms due to higher traffic and visibility, leading to a weakening of the official booking channels [3][11]. - The lack of effective price monitoring and management by Jinjiang has contributed to these issues, as franchisees feel empowered to prioritize their own revenue [8][11]. Group 3: Membership and Revenue Challenges - Despite having over 200 million members, Jinjiang's occupancy and repurchase rates are lower than competitors like Huazhu and Atour, indicating a lack of attractive member benefits [9][11]. - Jinjiang's net profit for 2024 was only 9.11 billion RMB, a decline of 9.06% year-on-year, highlighting a disparity in performance compared to other hotel groups [9][11]. - The company plans to enhance its membership system to improve member engagement and loyalty, but the effectiveness of these measures remains uncertain [11][12].