Shangri-La Hotels and Resorts and Taj Hotels Resorts and Palaces have formed a strategic alliance, entitled Warmer Welcome program, hotelbusiness.com reported. The program, which is expected to be launched in March, 2017, will integrate the Taj InnerCircle and Shangri-La’s Golden Circle guest loyalty programs, and will provide six million loyalty members reciprocal and seamless benefits.
Under the alliance, loyalty member services will receive recognition of elite status at both brands, earn points across 200 hotels, 27 countries and 131 destinations, as well as be able to convert points to redeem awards between both programs, the professional portal reported.
“This is a strategic step in bringing greater synergies among 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,” hotelbusiness.com quoted Rakesh Sarna, MD and CEO Taj Hotels Resorts and Palaces, as saying. “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,” he added.
“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, according to the professional portal. “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,” he added.