Taj, Shangri-La Brands Form Strategic Alliance

HONG KONG—Shangri-La Hotels and Resorts and Taj Hotels Resorts and Palaces have formed a strategic alliance. Set to launch in March 2017, the “Warmer Welcomes” program integrates the Taj InnerCircle and Shangri-La’s Golden Circle guest loyalty programs, and will provide six million loyalty members reciprocal and seamless benefits.

As part of the alliance, loyalty member services will:

• Receive recognition of elite status at both brands

• Earn points across 200 hotels, 27 countries and 131 destinations

• Be able to convert points to redeem awards between both programs.

“This is a strategic step in bringing greater synergies amongst two brands known for their legendary hospitality. Over time, our valued guests and loyalty members had shared their desire for a wider selection of world-class hotels in key destinations,” said Rakesh Sarna, MD and CEO Taj Hotels Resorts and Palaces. “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.” 

“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 Madhu Rao, acting president, Shangri-La Hotels and Resorts. “Our alliance bridges two iconic Asian brands and opens up a world of new experiences for our loyal guests. We will be able to enhance brand awareness and increase market share by providing Golden Circle and Taj InnerCircle members more value and more reasons to stay with us.”

As part of its “Loyalty Is” fifth anniversary celebration this year, Shangri-La’s Golden Circle rolled out an array of new member benefits and partnerships, including Infinite Journeys with Singapore Airlines. In addition, Golden Circle has recently introduced programs such as Event Planner Rewards and The Table by Golden Circle, Shangri-La’s first global dining loyalty program.

Taj relaunched InnerCircle in 2015 with new features and enhancements, applicable globally across all of the hotels. The revamped program has no blackout dates, a new redemption process with opportunities ranging from accommodations to restaurants and spas, and the points don’t expire for active members. In addition, Taj InnerCircle also redesigned its Epicure program, adding offers that are available globally.