Shangri-La Hotel Paris
Hong Kong-based Shangri-La Hotels and Resorts and Mumbai-based Taj Hotels Resorts and Palaces are joining hands to form a new strategic alliance to broaden their global reach.
The hospitality alliance will officially launch in March 2017 with the introduction of the Warmer Welcomes programme, which will integrate Taj InnerCircle and Shangri-La’s Golden Circle guest loyalty programmes to provide reciprocal and seamless benefits for the combined six million members.
Under the Warmer Welcomes programme, members will be able to enjoy the perks of their elite status when they stay at any Shangri-La or Taj hotel with top-tier status matching; earn award points in their preferred programme across 200 hotels, 27 countries and 131 destinations; and convert points to redeem awards between both programmes.
Rakesh Sarna, managing director and CEO of Taj Hotels Resorts and Palaces, said: “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’s acting president Madhu Rao, said: “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.”
Shangri-La’s Golden Circle has rolled out an array of new member benefits and partnerships, the most recent being Infinite Journeys with Singapore Airlines, as well as programmes such as Event Planner Rewards and The Table by Golden Circle, the group’s first global dining loyalty programme.
Meanwhile, Taj relaunched InnerCircle globally in 2015 with revamped features, including no blackout dates, an easy redemption process with opportunities ranging from accommodation, restaurants and spas, and no expiry of points for active members. Taj InnerCircle also recently redesigned its Epicure programme to feature global offers.
