Taj, Shangri-La to launch joint loyalty programme

Tuesday, 02 Dec, 2016 0
Two of Asia’s leading luxury hotel groups have formed a partnership to introduce a new combined loyalty programme.
 
Taj and Shangri-La Hotels and Resorts will introduce a new guest loyalty programme called Warmer Welcomes, which integrates Taj’s InnerCircle and Shangri-La’s Golden Circle rewards schemes.
 
Warmer Welcomes launches officially in March 2017 and offers a combined six million members the opportunity to earn and redeem points at a combined 200 hotels.
 
"This is a strategic step in bringing greater synergies among the two brands," said Taj CEO Rakesh Sarna.
 
"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," said Shangri-La’s acting president Madhu Rao.
 
While there is little competing overlap, the two companies have similar sized portfolios.
 
Taj has 100 hotels in 63 destinations, and Shangri-La operates 95 hotels in 73 destinations,


 

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TravelMole Editorial Team

Editor for TravelMole North America and Asia pacific regions. Ray is a highly experienced (15+ years) skilled journalist and editor predominantly in travel, hospitality and lifestyle working with a huge number of major market-leading brands. He has also cover in-depth news, interviews and features in general business, finance, tech and geopolitical issues for a select few major news outlets and publishers.



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