Why does Atour Hotel have such high service ratings in China? From the perspective of business thinking, its concept of "being a leader in quality life" originated from Atour Village is still creating value and continuing its warm services.
On June 28, Atour Group announced a new membership system - ACARD (Atour A Card) . ACARD is guided by "a brand group that starts with accommodation as a lifestyle" and extends beyond the rights and interests of the original hotel scene. Including rights and interests in multiple life scenes such as travel, reading, sports, food, art, etc., this is another example of the "experience school" Atour . Ye Luyin, founder and CEO of
Atour Group, said: "ACARD will become the key to quality life, helping quality people connect with more high-quality products and heart-warming services, and open up more surprises for users. "
is a new upgrade
ACARD collection is more Multi-rights ecology
“Atour is really good, you can become a member after staying once, so stay at Atour when you go out”, “Atour’s service is great”, “Atour is the first hotel I’ve ever stayed in to give earplugs. ! The details are so spot on”…these praises that happened to Atour members in the past are still in my ears.
It is understood that ACARD has been completely upgraded in terms of brand identity, rights, functions, services, etc.
The shape of the brand logo is derived from the Atour English logo - an extension of the A image in ATOUR. The upward arrow symbolizes the dynamic upgrade of the membership system; the more fashionable green also comes from the brand color in the VI system of Atour Group. First, a touch of bright green gives people a younger and more energetic feeling. The update of the logo shape and color also indicates that the ACARD ecosystem will continue to introduce new rights and membership experiences.
is not just an update of the logo system. In terms of rights and interests, is the first time that Atour Group has jumped out of the hotel scene and organically combined many rights and interests such as reading, coffee, fitness, and new retail.
First of all, the free borrowing rights of Zhuju, which has millions of books, are embedded into ACARD. As a 24h*7 mobile library, Atour Zhuju can be taken away and returned to Atour in other places, with more than 700 libraries in more than 130 cities across the country. Jiazhuju will provide the warmest companionship for users on the road.
In the new retail field, ACARD has integrated Atour Group's scene retail platform - Atour Department Store, and the three original lifestyle brands it has incubated - "αTOUR PLANET Atour Planet", "SAVHE Sahe" and "Z2GOCO." , covering multiple areas such as sleep, fragrance personal care and travel. ACARD members can receive coupons every month to experience Atour products at more favorable prices. Among the
external brands, Atour Group has cooperated at a strategic level with Keep and Yongpu Coffee.
Among them, in the fitness scene, Atour Group has chosen to have a more in-depth cooperation with Keep to provide members with a comfortable fitness experience. Keep has launched ten paid courses in the App in more than 100 Atour stores nationwide. As long as Atour A card members stay in these more than 100 stores, they can turn on the TV's smart screen and immediately experience Keep's paid courses for free. Not only that, Atour Group and Keep have also exchanged some membership rights, and may have more in-depth interactive cooperation in the future.
In the coffee scene, which has always been closely matched with the hotel scene, Atour Group has chosen Yongpu, the specialty coffee in your pocket, as its partner. Soon the first offline store of the cooperation between the two parties will be launched.
In addition, the membership rights system of Atour A Card this time also includes many brands including One-Way Space, UCCA, Libo Beer, Ramen Shuo, Bei Easy, Gaode Taxi, Cao Cao Travel and so on. Rights and interests, and strive to create a richer membership experience for ACARD members.
The high-level evolution of "experience school" Atour
Today, when customer needs are commercial value, it has become the core competitiveness of the brand to provide customers with services that truly meet their needs.
Previously, Ye Luyin proposed that the hotel industry is evolving from "Chinese service" to the "Chinese experience" era.
But there are still some contradictions in the process of evolution."A very interesting phenomenon is currently emerging, which is the inversion between the traditional hotel membership system and the growing demand for members." Some industry insiders pointed out.
In fact, with the continuous development of OTA channels, users may be more willing to choose OTA channels outside the hotel membership system; at the same time, it is difficult for single marketing activities launched by hotels to meet the current consumer demand. The arrival of the
"Chinese Experience" era may solve the above-mentioned upside-down situation. Based on this, the industry has become increasingly urgent to reform the membership system, and the series of changes triggered by this have become one of the important factors in whether a brand can defeat its peers.
The upgrade of Atour's membership system coincides with the evolution of the hotel industry.
"Previously, the membership system in the hotel industry was basically based on the hotel scene. The more you spend, the more discounts or converted room nights the hotel can give. Maybe a little more service is to use points to exchange for some food and beverages in the hotel. and other services.” Yi Hong, the person in charge of Atour Group’s membership BU, said, “On the basis of the original hotel rights and interests, Atour’s new membership system organically integrates more lifestyle functions and rights that users have high demand for. I hope that by becoming an ACARD member, the benefits will cover my daily life.”
The logic behind the ACARD upgrade is the evolution of the “experience school” Atour.
"Atour's service method has been accumulated over time from the first day we started our business. This is Atour's core competency, the most important feature that distinguishes us from other brands, and is also Atour's largest moat. Yeluyin said this when talking about the Atour experience.
In fact, the core advantage of Atour in the entire industry is to provide high-quality service experience for the users who stay. Previously, Atour subdivided the user's process from booking to check-out into 17 touch points, and produced "standard personalized" services on these 17 touch points. These services can satisfy each type of guest. needs and provide them with a stay experience that exceeds that of their peers.
The emergence of ACARD has enriched the connotation of the "Chinese experience" led by Atour and enriched the scenes.
Editor | Meng Jintao
Daily Economic News
Daily Economic News
