
Atour Lifestyle Holdings is structurally mispriced as a hotel operator, but operates a dual-wheel model combining asset-light franchising with high-margin lifestyle retail. ATAT's asset-light, manachised network (>98%) delivers high incremental ROIC, robust free cash flow and an 80%+ direct booking rate via its 100M+ A-CARD ecosystem. Retail revenue, driven by in-room product showrooming, reached RMB 3.67B in FY2025 (+67% YoY), now nearly 40% of total revenue and expanding gross margins.










