Two Asian hotel groups, Shangri-La Hotels and Resorts (Hong Kong) and Taj Hotels Resorts and Palaces (Mumbai) announced changes in their loyalty programs. The companies will form a strategic alliance in order to sync their loyalty systems and provide extra benefits for members of the both programs.
Together, Shangri-La and Taj have 6 million members participating in their loyalty programs. The hoteliers agreed to match statuses in their programs, so that elite members can enjoy perks and top-tier status when staying at any Taj or Shangri-La hotel. Membership points can also be converted and redeemed across all 200 hotels in 27 countries around the world.
Both the companies are sure such step will increase customer satisfaction and will improve engagement and brand loyalty. Shangri-La and Taj are well-known as iconic Asian brands and they share similar values and hotel class, so it was easier for the companies to agree upon such an alliance.
The “Golden Circle” program by Shangri-La celebrated its fifth anniversary this year. The program regularly offers various perks for its guests, with the latest one being Infinite Journeys with Singapore Airlines. Taj revamped its loyalty program InnerCircle in 2015 and applied it to all hotels worldwide.