Atour Group releases new strategy and Spring Festival pricing controversy, stock price fluctuations draw attention

The Economic Observer reports that recent hot topics for Atour Group include the release of a new strategy and price disputes during the Spring Festival. On February 5, 2026, Atour Group officially launched its new three-year strategy, “Chinese Experience, Brand Leadership,” and separated the Atour 4.0 product line into a new brand, “Atour Wild,” aiming to shift from scale-driven growth to brand-driven development and build a multi-brand ecosystem. Additionally, on February 11, 2026, reports indicated that some Atour hotels experienced significant price increases during the Spring Festival, with a room in Shantou priced at 4,221 yuan per night, nearly five times higher than usual, sparking regulatory attention and public discussion.

Recent Stock Performance

Following the strategy announcement, Atour Group (ATAT.OQ) stock price showed an upward trend but experienced a slight pullback due to negative events. From February 5 to 11, 2026, the stock price fluctuated within a range of 13.25%, reaching a high of $40.25 on February 11. Specifically, on the day of the strategy release, February 5, the stock rose by 5.13%, and on February 9, it continued to rise by 5.70%. However, on February 11, due to the price dispute reports, it fell by 0.85% to close at $39.50. Trading volume on February 9 and 10 significantly increased, exceeding 2 million shares each, indicating high market attention.

The above content is compiled from publicly available information and does not constitute investment advice.