Shangri-La Hotels and Resorts has launched a new F&B loyalty programme that will complement its Golden Circle loyalty scheme.
“The Table” rewards members who dine and drink at Shangri-La properties around the world through achievable redemptions and access to signature food experiences, exclusive events and special offers.
In developing the loyalty programme, the Hong Kong-based hotel group commissioned consumer research which surveyed Golden Circle members, hotel guests and local residents on their attitudes towards dining, restaurant preferences and loyalty.
“[This] reaffirmed that the emotion attached to a dining experience is far more appealing than the functional benefit of discounts and points,” said Shangri-La’s chief marketing officer Steven Taylor. “Loyalty programmes must adapt to this trend and become increasingly more experiential.”
The Table is fully integrated with the Golden Circle loyalty scheme, but there are certain differentiators that set the dining programme apart from others. These include:
- More rewards – members can now earn Golden Circle award points by dining and drinking at the 500-plus restaurants and bars found in Shangri-La, Hotel Jen, Kerry and Traders properties globally when they are non-paying guests.
- Instant dining rewards – allow members to earn and redeem Golden Circle award points on the spot – with no pre-planning or vouchers required.
- Elite rewards – Jade- and Diamond-tier members receive bonus earnings and more value on redemptions for dining transactions.
- Golden Circle points are awarded to members on all qualifying transactions, including discounts.
Taking a leaf out of successful online restaurant guides, The Table website caters to the different needs of customers, showcasing the range of culinary experiences available through immersive stories and videos that spotlight the Shangri-La artisans behind the food and drink that appears on guests’ tables.
In particular, F&B outlets are categorised under five different “moods” – elegant, intimate, upbeat, chill and adventurous – to help customers make the correct dining choice for their situation and personal state of mind.
“Incredible dining and drink experiences at our hotels play a large part in creating memorable moments for guests,” said Shangri-La vice president for partner and loyalty marketing Wee Kee Ng. “By elevating Golden Circle benefits and introducing moments of surprises via one platform, ‘The Table’ brings instant guest recognition and rewards to life.”
For more information, visit shangri-la.com