Two of the most prominent hotel brands in Asia have joined forces to boost a new shared loyalty programme. A total of 200 hotels in 27 countries will benefit from the strategic alliance when the “Warmer Welcomes” initiative commences next month, integrating all the points and perks of Taj InnerCircle and Shangri-La’s Golden Circle, whose combined six million members are all now entitled to earn points while staying at any Taj or Shangri-La property.
Members will be able to convert points to redeem awards between both programs, explains Rakesh Sarna, MD and CEO of Taj Hotels Resorts and Palaces: “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 part of this year’s “Loyalty Is” fifth anniversary, Shangri-La’s Golden Circle has rolled out a range of new member benefits and partnerships, including Infinite Journeys with Singapore Airlines for users to earn air miles, and Golden Circle recently introduced programs such as Event Planner Rewards and The Table by Golden Circle, Shangri-La’s first global dining loyalty programme.
Taj also revamped InnerCircle in 2015 with new features across all hotels, including no blackout dates, an easier redemption process with and no expiry of points for active members. InnerCircle also now includes Epicure, with global offers that give guests all-encompassing experiences listed under Dine, Drink, Stay, Spa and Redeem.