In what may become the wave of the future, two Asian luxury hotel groups, Hong Kong-based Shangri-La Hotels and Resorts and Mumbai-based Taj Hotels Resorts and Palaces, on Tuesday announced they have formed a strategic alliance to introduce in March 2017 “Warmer Welcomes,” a program which integrates Taj InnerCircle and Shangri-La’s Golden Circle guest loyalty programs and provides members reciprocal and seamless benefits.
The program will offer Shangri-La and Taj’s combined 6 million loyalty program members the ability to enjoy the perks of their elite status when they stay at any Shangri-La or Taj hotel with top-tier status matching. The will be able convert, redeem and earn points across 200 hotels, 27 countries and 131 destinations.
“This is a strategic step in bringing greater synergies amongst two brands known for their legendary hospitality,” said Rakesh Sarna, managing director and CEO at Taj Hotels Resorts and Palaces. “Over time, our valued guests and loyalty members had shared their desire for a wider selection of world class hotels in key destinations. This alliance will help drive deeper engagement for our most valuable guests and members as they will now be recognized seamlessly at some of the world’s finest hotels across multiple geographies.”
Shangri-La Acting President Madhu Rao, added, “As hotel owner-operators who share similar values and service philosophies but have minimal overlap of properties, Taj and Shangri-La are in a unique position to establish a seamless alliance that goes beyond a marketing partnership or multi-hotel distribution platform. Our alliance bridges two iconic Asian brands and opens up a world of new experiences for our loyal guests. We will be able to enhance brand awareness and increase market share by providing Golden Circle and Taj InnerCircle members more value and more reasons to stay with us.”
As part of its “Loyalty Is” fifth anniversary celebration this year, Shangri-La’s Golden Circle has rolled out new member benefits and partnerships, the most recent being Infinite Journeys with Singapore Airlines. In addition, Golden Circle has recently introduced programm such as Event Planner Rewards and The Table by Golden Circle, Shangri-La’s first global dining loyalty program.
Taj relaunched InnerCircle in 2015 with augmented features and enhancements, applicable globally across all hotels. The revamped programme has no blackout dates, a redemption process with myriad opportunities ranging from accommodation, restaurants and spas, and no expiry of points for active members. Most recently, Taj InnerCircle also redesigned its Epicure program.