Why can Atour Hotel stand out from the fierce market competition?

In a market with fierce competition among many hotel brands, how did Atour Hotel successfully win the favor of consumers and stand out in the industry with its unique marketing strategy and excellent service quality? In this article, let's take a look at the answer.

Against the backdrop of increasingly fierce competition in China's hotel industry, Atour Hotel is undoubtedly a dark horse. With its unique marketing strategy and excellent service quality, it has successfully stood out in the market and become a leader in the industry.

So, what marketing strategy did Atour Hotel adopt to become a dark horse in the market? This article will analyze and reveal it for you.

1. Accurate positioning and target customer group analysis

Since its inception, Atour Hotel has accurately positioned itself as a leader in the mid- to high-end hotel market. This strategic decision not only won Atour a valuable market position in the fiercely competitive hotel industry, but also laid a solid foundation for its subsequent development.

In terms of target market selection, Atour Hotel wisely targeted the market segment of young business travelers. This group of people usually have high spending power and strict requirements for accommodation quality and services. They not only pay attention to the hotel's hardware facilities and cleanliness, but also pay attention to the emotional value and social attributes that the hotel can provide.

In order to better understand the needs and pain points of the target customer base, Atour Hotel conducted a large amount of market research and customer interviews, and gradually mastered the consumption habits and preferences of young business travelers. They found that this group of people prefer hotels with unique designs, warm atmospheres and cultural atmosphere. At the same time, they also hope that the hotel can provide personalized services, such as customized travel suggestions, exclusive dining experiences, etc.

Based on these insights, Atour Hotel has begun to provide more customized and considerate services. For example, in the design of guest rooms, Atour has incorporated modern art elements to create a stylish and comfortable accommodation environment; in catering services, Atour provides a variety of choices including local specialties and international cuisine to meet the taste needs of different customers. In addition, Atour also regularly organizes various cultural activities, such as concerts, art exhibitions, etc., to provide guests with a rich social experience.

These efforts not only enhanced the stickiness between Atour Hotel and its target customer base, but also won it a good reputation and brand image, successfully created a unique brand name card, and became an ideal accommodation choice for young business travelers.

2. Create a two-way synergy between lifestyle brands and accommodation retail

Atour Hotel is not only a place to provide accommodation services, but also a brand that advocates and practices a unique lifestyle. In Atour's brand concept, hotels are not only a place to rest during the journey, but also an important place for people to pursue quality life and enjoy cultural influence. Therefore, Atour has built a comprehensive and multi-level "Atour Life" retail system by carefully selecting and introducing various daily necessities, books, clothing and cultural and creative products that meet the tastes of mid- to high-end consumers.

The establishment of this retail system not only enriches the brand connotation of Atour Hotel, but also brings significant economic benefits. Atour has successfully attracted the attention of a large number of consumers and stimulated their desire to buy peripheral products by providing high-quality products that match the hotel culture and living environment. These products not only meet consumers' pursuit of high-quality life, but also convey the cultural concept and life attitude advocated by the Atour brand.

In order to further enhance the shopping experience of consumers, Atour has cleverly combined retail elements with hotel space design to create a "what you see is what you buy" scenario-based consumption atmosphere. In the guest rooms, Atour has carefully selected high-quality bedding, toiletries, etc., which not only provide guests with a comfortable accommodation experience, but also convey Atour's pursuit of a quality lifestyle. At the same time, these products are available in Atour Department Store, and guests can buy the products they like during their stay in the hotel anytime and anywhere.

In the public areas, Atour also pays attention to the integration of retail elements. For example, in the reading space, Atour displays a variety of selected books, which not only enrich the spiritual world of the guests, but also provide them with opportunities to communicate and interact with like-minded people. In the coffee shop, Atour has launched special drinks and cultural and creative products, which not only meet the taste buds of the guests, but also bring them a unique cultural experience.

By creating this immersive shopping environment, Atour has successfully broken the spatial limitations of traditional retail and achieved two-way synergy between online and offline, accommodation and retail. Consumers can not only enjoy high-quality accommodation services in the hotel, but also choose their favorite products in a relaxed and pleasant atmosphere. This new consumption model not only improves consumers' purchasing intention and conversion rate, but also brings more business opportunities and profit space to Atour Hotel.

3. Digital Marketing and Membership System

Atour Hotel has demonstrated forward-looking strategic vision and excellent execution in the construction of digital marketing and membership system. Through the deep integration of digital technology, it has successfully built a seamless online and offline retail operation system, which has greatly improved consumers' shopping experience and brand loyalty.

Online, Atour makes full use of digital platforms such as hotel apps and mini programs to provide guests with a convenient and comprehensive booking and shopping channel. These platforms not only display a wealth of room information and product information, but also provide personalized recommendations, online payment and other functions, allowing guests to browse and shop anytime, anywhere. In addition, Atour also accurately captures consumers' shopping habits and preferences through big data analysis, and pushes more in-demand product information and promotions to them, further enhancing the consumer experience.

Offline, Atour Hotel stores have become an important window for product display and experience. By holding new product launches, theme markets and other activities, Atour not only attracted a large number of customers, but also provided consumers with an opportunity to experience the products and feel the brand culture in person, which not only enhanced consumers' awareness and favorability of the Atour brand, but also promoted the sales of related products and the dissemination of the brand.

In terms of membership system, Atour also performs well. It has designed a complete membership system, providing different rights and services according to levels. These rights include but are not limited to free room upgrades, delayed check-out, exclusive gifts, etc., to provide members with a better stay experience. At the same time, Atour has also launched a points system, where members can accumulate points through consumption, evaluation, etc., and use points to exchange for customized services and products. The diversified membership incentive policy not only provides more convenience and discounts for guests, but also stimulates members' enthusiasm for repurchase and improves consumer stickiness.

It is worth mentioning that Atour's digital marketing and membership system do not exist in isolation, but are integrated and mutually reinforcing. Through digital technology, Atour can more accurately analyze members' consumption behaviors and preferences, and provide them with more personalized services and product recommendations. Atour's membership system also provides strong support for digital marketing, and through incentives such as points and coupons, it guides members to use online platforms more for consumption and evaluation, thereby promoting the development of digital marketing.

Through an integrated online and offline retail operation system and a complete membership system, Atour has not only enhanced consumers' shopping experience and brand loyalty, but also laid a solid foundation for its own sustainable development.

4. Brand Operation and Joint Cooperation

In terms of brand operation, Atour Hotel has adopted a highly innovative and forward-looking strategy. Through joint cooperation and the creation of theme hotels, it has continuously deepened its "experience+" brand tone, successfully attracted a large number of target customers, and enhanced the brand's visibility and influence.

In terms of joint cooperation, Atour has carried out in-depth cooperation with multiple Internet IPs, cultural brands and well-known brands. These partners include but are not limited to Zhihu, NetEase Cloud Music, QQ Music, NetEase Yanxuan, etc., all of which are brands with great influence and user base in their respective fields. Through joint cooperation with these brands, Atour not only takes advantage of their brand effect and user resources, but also successfully integrates the cultural connotations and user experience of these brands into its own hotel products, providing guests with a richer, more diverse and in-depth accommodation experience.

For example, in cooperation with Zhihu, Atour launched the "Zhihu Hotel", which incorporates Zhihu's knowledge sharing and interactive spirit into the hotel's design and services, providing guests with an accommodation space full of wisdom and enlightenment. In cooperation with NetEase Cloud Music, guests can enjoy high-quality accommodation while immersing themselves in the massive music resources provided by NetEase Cloud Music and feel the charm and power of music.

In addition to joint cooperation, Atour has also carefully built a number of theme hotels based on consumers' hot topics, including pet theme hotels, basketball theme hotels, etc., which not only meet the personalized needs of consumers, but also successfully combine its own brand concept and cultural connotation with these themes, forming a unique brand feature and competitive advantage.

The creation of these joint cooperations and theme hotels not only enhances the brand awareness and influence of Atour, but also attracts more target customers, including guests who already love the Atour brand and new customers attracted by the joint cooperation brands and theme hotels. After experiencing Atour's services and products, these new customers tend to have a deeper sense of identity and loyalty to the Atour brand, thus becoming loyal fans and word-of-mouth communicators of the Atour brand.

5. Rapid expansion and continuous innovation

Atour Hotel has demonstrated outstanding strategic vision and execution capabilities in achieving rapid expansion and continuous innovation. By adopting a crowdfunding model, Atour has successfully attracted a large number of investors to become "micro-shareholders". This innovative financing method not only solves Atour's funding problems, but also cleverly improves user loyalty. Investors have a deeper emotional connection with the brand because they have become part of Atour. They are not only providers of funds, but also disseminators and promoters of the brand. This asset-light operation method enables Atour to rapidly expand its business scale and seize market share without investing a large amount of its own capital.

While expanding rapidly, Atour has not neglected the polishing of product and service quality. We must know that excellent customer experience is the foundation for the survival and development of hotel brands. Therefore, Atour has carefully designed and optimized room decoration, bedding selection, facility configuration and non-standard services. For example, Atour has embedded a variety of facilities and services in hotel rooms, including configuring its own bedding brand series, providing laundry and ironing and fitness facilities, etc. These measures have greatly improved the accommodation experience of guests.

In addition, Atour also attaches great importance to the construction of brand power. By opening hotels in high-end cities and core business districts, Atour has successfully established its own brand image in the mid-to-high-end hotel market. Atour's high brand premium ability makes its average daily room rate higher than that of its peers in the mid-to-high-end hotels, which not only brings Atour higher profits, but also further consolidates its position in the market.

In order to meet the needs of different consumers, Atour has also launched a number of sub-brands. These sub-brands have their own characteristics, some focus on parent-child travel, and some focus on business travel. By launching sub-brands, Atour not only enriched its product line, but also successfully attracted more target customers. While maintaining the core value of the Atour brand, these sub-brands each have their own unique brand personality and market positioning, bringing Atour more market opportunities and growth momentum.

Conclusion

Therefore, Atour Hotel's marketing strategy has performed outstandingly in terms of precise market positioning, unique brand image building, diversified marketing channels, in-depth social media interaction, innovative cross-border cooperation, scenario-based retail model, rapid expansion of light assets, and the construction of a complete membership system. It has enabled it to maintain a strong development momentum in the highly competitive market, successfully established a good brand image in the market, and won the love and trust of consumers.

In the future, the public's consumption demand for tourism, entertainment, etc. will continue to grow and upgrade, bringing more opportunities and challenges to the hotel industry. Whether Yaduo can continue to maintain its outstanding performance is also worthy of attention and observation.