Hilton, Starbucks China break boundaries in collaboration

Hilton announced a partnership with Starbucks China yesterday, bringing a new dimension to their collaboration. In a groundbreaking move, the two companies are merging their membership benefits to create exclusive perks, consumption scenarios, and cross-boundary experiences, offering members a fresh and innovative experience.

In this collaboration, members of Hilton Honors and Starbucks Rewards can now link their accounts to share exclusive benefits through a joint membership program. Starting immediately, members can register as Starbucks Rewards members through the Hilton Honors app or portal and link their Hilton Honors membership number to receive a Starbucks reward star.

Gold and Diamond members who link their Starbucks account can receive three additional reward stars, while new Starbucks members joining Hilton can enjoy 500 welcome points. Furthermore, as joint members, participating in Starbucks’ Double Star Days initiative, members will earn double stars for all Starbucks purchases during their stay at Hilton properties, enhancing their journey with more surprises.

Currently, the collaboration is limited to mainland China.

Hilton and Starbucks China reach a cross-boundary collaboration yesterday.

Regarding this groundbreaking cross-industry partnership in the Chinese hotel and coffee chain sectors, Wendy Huang, Hilton’s senior vice president and commercial director for China and Mongolia, stated, “As a leader in the international hotel industry's membership system, Hilton has continuously enriched member benefits and experiences through innovation since the establishment of the membership system in 1987. We are thrilled to partner with Starbucks Rewards for the first time in China, expanding member benefits to everyday lifestyle scenarios. This not only breaks boundaries in membership benefits but also underscores our deep understanding of the Chinese market and consumer needs.”

Molly Liu, executive vice president and co-chief executive officer of Starbucks China, expressed, “We are delighted to announce our partnership with Hilton, marking the first crossover of Starbucks Rewards into the hotel sector in China. Every Starbucks Rewards member is cherished by us. Enabling them to redeem their stars for the ‘Star Lifestyle’ they desire is our driving force for continually innovating Starbucks Rewards. We also welcome more Hilton Honors members to join Starbucks Rewards, adding more ‘star’ moments to their journeys.”

Apart from the benefits of linking accounts and earning double stars, this collaboration includes a fast-track upgrade program for Starbucks Gold and Diamond members. Gold members and above who register immediately become Silver members of Hilton Honors and, within 90 days and six nights' stay at Hilton properties, can upgrade to Gold Hilton Honors membership. Diamond members who register during the limited-time promotion and stay three nights at Hilton properties within 90 days can upgrade to Gold Hilton Honors membership. Gold Hilton Honors members enjoy benefits like complimentary breakfast, room upgrades, and late check-out.

Hilton and Starbucks China are merging their membership benefits to offer members a fresh and innovative experience.

Hilton has been dedicated to providing members with richer and more diverse benefits and experiences. In March, Hilton Honors partnered with the Bank of Communications Shanghai NEW BUND 31 Performing Arts Center, to create exclusive lounges where members can redeem points or bid for show tickets. In April, Hilton Honors collaborated with the McLaren Formula 1 team to offer members exclusive benefits during the 2024 Chinese Grand Prix, covering hotels, event tickets, and unique experiences. In May, they launched the new “Explore, Earn Double Points” promotion where members staying at any Hilton property or resort during the promotion period earn double points on each stay.