中经记者 蒋政 北京报道 "兑现会员权益、重视会员体验、提升直销输送——这些都是我们需要融入日常的运营习惯，而非短期 冲刺的任务。"日前，锦江酒店（中国区）CEO王伟在写给一线员工的公开信中，着重提到了会员直销 业务。 会员，一直被认为是酒店集团核心资产之一。根据《中国经营报》记者统计，本土四大酒店集团（锦 江、华住、首旅和亚朵）一直都在深耕会员体系建设。不过，各大酒店集团的中央预订率表现不一。锦 江酒店作为全球拥有客房量最多的酒店集团，该数据为56.9%，在本土四大集团中处于中游。另外，多 位行业人士向记者提到，价格倒挂是锦江酒店会员体系中亟待解决的问题。 锦江酒店方面告诉记者，公司始终将"持续提升会员体验"作为重要战略，并成功构建业内首个贯 通"吃、住、行、游"会员生态体系。今年在酒店运营管理中将断私联作为重要工作，确保会员价格保 护。对于个别酒店出现的价格异常情况，公司发现一家整改一家，绝不姑息。 全球最大酒店集团重视会员直销 王伟在公开信中提到，会员的复购及忠诚度会带来可预期、可持续的收入，活跃的会员群体能够有效减 少对第三方平台的获客依赖，直销占比的提升也将不断优化渠道成本及经营利润。 锦江酒店在2 ...

Group 1 - The core idea of the article revolves around the innovative strategies employed by Jinjiang Hotels (China) to enhance member engagement and attract younger consumers through unique experiences like "hotel + stand-up comedy" events [2][10]. - Jinjiang Hotels has launched a new membership program called "Jinjiang Hui," which offers various benefits such as birthday free room vouchers, enhanced point redemption options, and exclusive travel services to cater to the younger demographic [3][4]. - The company has seen a significant increase in booking volume following the introduction of these member policies, indicating a positive market response and enhanced customer satisfaction [5][6]. Group 2 - Jinjiang Hotels is actively integrating cultural, commercial, and tourism elements to create a comprehensive travel experience, aligning with the evolving consumer preferences for immersive and interactive activities [7][8]. - The company has partnered with major events like the 2025 F1 China Grand Prix and esports tournaments to provide exclusive member benefits, further expanding its reach and appeal to younger audiences [8][9]. - Jinjiang Hotels is committed to continuously optimizing its membership system and expanding its offerings to maintain its leadership in the hotel industry and explore new possibilities for growth [11].

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].