The loyalty program for Shangri-La Hotels, the luxury Hong Kong-based chain with over 100 properties, is among the first of the major chains doing an across-the-board refresh as we emerge from the global pandemic.
I think the Shangri-La Circle program refresh gets a lot of things right. At the entry level, less frequent guests still get value out of the program by earning points that can be used in small amounts, and all spending (even online spend) earns. Even the first elite tier gets 11 a.m. check-in and breakfast while upper-tier elites get more special benefits. And the program’s treatment of the very top customers is just extraordinary.