After more than 40 years of development after the reform and opening up, China's hotel industry has started a new wave of change. Consumer demand is characterized by diversification, personalization, growth and quality, and for hotel brands, how to succeed in the fierce stock competition is a grim reality.
As a representative of mid-to-high-end hotels in China, Atour Group adheres to its original aspiration and continuously upgrades its products and services around the strategic proposition of "China Experience, 2,000 Good Hotels", and at the same time improves the partner experience of franchisee partners, and continues to lead mid-to-high-end hotels on the road of high-quality development.
First of all, on the product side, Atour Group will release two new products in a row in 2023, aiming at the young consumer groups of the Z generation, Atour will release Qingju 30, with the concept of "comfortable and light life", in addition to continuing the "Atour-level" experience service and quality, it will also move cafes, convenience stores, taverns, meditation rooms, and library areas into the hotel to create diversified consumption scenarios for consumers and enrich the stay experience; In response to the demand for new business travel, on November 11, 2023, Atour 40 also officially unveiled, the hotel changed the serious atmosphere of the traditional business hotel, the hotel into a more relaxed, vacation space, and at the same time from the needs of today's business travelers, the hotel's office, sports, sleep, catering, bathing experience has been upgraded in an all-round way. Atour 40 named Jianye, hoping to create a relaxed and first-class environment for every traveler who is busy on the road.
Secondly, in terms of partner experience, as the pioneer of the mid-to-high-end hotel market, Atour Group and all partners' careers are built on the cornerstone of user experience. In order to further enhance the partner experience, on April 1, 2023, Atour Group solemnly launched the six commitments of partner service - complaining about time-limited feedback; If you buy expensive operating materials, you will be compensated; The new store is old and the current is long; Financial support 48 hours to provide solutions; The amount of materials will be released in seven days; Prepare for overdue compensation with peace of mind. Atour expects to aggregate the core strength of the middle and back office, and continue to create more incremental value for partners through the upgrading of these partners' services, giving partners a safe, secure and comfortable store opening and business experience, and truly building Atour into a brand that partners trust and love more. With the trust and support of partners, the number of Atour stores has maintained a healthy and steady growth. On May 18, 2023, Atour S Hotel, the 1,000th operating store of Atour Group, Lanzhou Eurasia International Province, settled in the tallest building in Lanzhou, Eurasia International, and Atour officially entered the era of 1,000 stores.
With the rapid development of China's economy, the consumption of mid-to-high-end hotels has shown a steady upward trend, and the understanding of the new generation of high-end consumers has long gone beyond the concept of a short resting place. In the future, Atour Group will continue to improve service quality in multiple dimensions, bring high-quality and personalized living experience to more travelers, and continue to explore new paths for the development of mid-to-high-end hotels.