Tag Archives for shangri-la.
There are some very cool packages but whether they make sense comes down to pricing. A limited quantity offer for a limited period promoted as a monthly event could certainly be good.
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.
There’s a common theme in all of this: taking care of guests, whether they’re infrequent (through use of small points to make stays better) to the most frequent (who have a truly seamless experience, and extending out into their air travel and not just hotels). That’s what I value most in a hotel chain, and something that I think all of them can aspire to. The new Shangri-La Circle, then, makes a nice leap forward.
Shangri-La’s Vice President and Head of Shangri-La Circle Kevin Siew offered both real insight into how the chain thinks about loyalty – and what’s necessary to deliver great experiences for guests regardless of the chain. So this was a very interesting hour, spent together via Zoom since he’s based in Hong Kong. My key takeaways included the importance of treating guests well at each interaction, regardless of their reason for a stay or meal, and contra most of the industry just how much vertical integration – owning the hotels and restaurants – actually matters for a hospitality chain.
Gary Leff is one of the foremost experts in the field of miles, points, and frequent business travel -- a topic he has covered since 2002.
Co-founder of frequent flyer community InsideFlyer.com, emcee of the Freddie Awards, and named one of the "World's Top Travel Experts" by Conde' Nast Traveler (2010-Present) Gary has been a guest on most major news media, profiled in several top print publications, and published broadly on the topic of consumer loyalty. More About Gary »
