Trip.com Group recently announced that the perceived value of its annual membership benefits has reached nearly RMB 30 billion (USD 4.3 billion).
The Chinese online travel group said that the average consumption frequency and spending per user over the past year have shown a strong rebound. Prior to the pandemic, annual growth rates in these areas were consistently around 10%.
Since the launch of its revamped membership program in 2020, Trip.com Group has developed a tiered structure including Diamond, Gold Diamond, and Black Diamond levels, each offering tailored benefits.
Users are automatically enrolled as members when purchasing flights, hotels, or vacation products on the platform. Membership levels are determined based on factors such as total order spending, task completion, and creditworthiness.
For each purchase made, users earn membership points that can be redeemed for discounts on travel products, exchanged for items in the membership mall, or used in point-based lotteries, allowing them to effectively "spend points as cash."
According to the "2024 China Internet Membership Economy Industry Market Research Report," the scale of the Chinese internet membership economy reached RMB 186.2 billion (USD 26.4 billion) in 2022 and is expected to approach RMB 200 billion (USD 28.3 billion) in 2023.
