Analyzing the Market Strategy of Domestic Middle and High-end Hotels in Recent Years by Taking Atour as an Example

In recent years, with the economic recovery and the booming tourism industry, China’s mid-to-high-end hotel market has shown strong growth. This paper takes Atour Hotel as an example to analyze the evolution of domestic mid-to-high-end hotel market strategies. Through differentiated brand positioning, digital transformation, innovative leasing model and “hotel +” diversified service model, Atour successfully stands out in the competitive market. This paper analyzes Atour’s success experience from the external environment and internal competitive advantages, and discusses the opportunities and challenges for its future development by combining different models. Atour’s rapid expansion through an asset-light model while enhancing customer stickiness through innovative services combining culture and socialization provides a unique demonstration of market strategy for the mid-to-high-end hotel industry. The case study points out that the future success of mid-to-high-end hotels depends not only on the quality of accommodation services, but also on how to satisfy the personalized needs of modern consumers through diversified services.