Membership partnership between hotel group, coffee chain

Hilton recently announced a partnership with Starbucks China to integrate the two parties' loyalty program membership benefits. The partnership jointly creates exclusive privileges, consumption scenarios and cross-industry gameplay, bringing a new and boundary-breaking experience to loyalty program members, according to the hospitality company.

In this collaboration between the hotel and cafe chains, Hilton Honors members and Starbucks Rewards members can share the exclusive benefits of joint membership through linked accounts.

Hilton Honors members can access the activity link through the Hilton Honors app or mini program to register as a new Starbucks Rewards member and bind their Hilton Honors membership number to receive a Starbucks Reward star. Gold and Diamond Hilton Honors members can bind their Starbucks account to receive an additional three Starbucks Reward stars.

Starbucks Rewards members who register as new Hilton Honors members can enjoy 500 welcome points.

Furthermore, those who have gained joint membership will receive double star rewards while participating in the Starbucks Double Star Points promotion, for their Starbucks spending at brick-and-mortar stores or online during their Hilton stays.

Currently, the cooperation between the two companies is limited to stores on the Chinese mainland, according to a company statement.

Hilton has been committed to enriching member benefits and experiences through continuous innovation since the inception of its membership system in 1987, said Wendy Huang, senior vice-president and commercial director for Hilton Greater China and Mongolia.

"We are very pleased to collaborate with Starbucks Rewards Club, marking the first time we are expanding member benefits to daily lifestyle scenarios in China," she said. "This not only breaks boundaries in terms of member benefits but also reflects our deep insights into the Chinese market and consumer needs."

Molly Liu, executive vice-president and co-CEO of Starbucks China, said the partnership is the Starbucks Rewards' first foray into the hotel industry in the Chinese market.

"Every member of the Starbucks Rewards Club is a friend we deeply cherish," she said."How to enable them to redeem their stars for the coveted 'Starbucks lifestyle' is the driving force behind our continuous innovation at the Rewards club."