Taj Hotels & Shangri-La ink deal to merge loyalty programmes

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by Sophia Soltani | Published 4 years ago

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Shangri-La Hotels and Resorts and Mumbai-based Taj Hotels Resorts and Palaces have inked a deal to merge their loyalty programmes to form Warmer Welcomes.

The alliance will officially launch in March 2017 with the introduction of the Warmer Welcomes programme, integrating  Taj InnerCircle and Shangri-La’s Golden Circle guest loyalty programmes. capture

The Warmer Welcomes programme will offer Shangri-La and Taj’s combined six million loyalty programme members. Benefits will include: Recognition: 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 points across 200 hotels, 27 countries and 131 destinations: Members of either programme will now be able to earn award points in their preferred programme while staying with Taj or Shangri-La whether in Mumbai, New Delhi, Dubai, Hong Kong, Singapore, Paris, London, New York and other key destinations in the world. Seamless redemptions: Members will be able to convert points to redeem awards between both programmes.

Rakesh Sarna, MD and CEO Taj Hotels Resorts and Palaces said: “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. 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 Shangri-La Acting President Madhu Rao. “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.”









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