Taj and Shangri-La enter into an alliance

1 Dec 2016 by Neha Gupta Kapoor

Hong Kong-based Shangri-La Hotels and Resorts and India’s Taj Hotels Resorts and Palaces have partnered with each other for a broader reach across the world. 

Rakesh Sarna, MD and CEO at Taj Hotels Resorts and Palaces says, “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 recognised seamlessly at some of the world’s finest hotels across multiple geographies.”  

The alliance will officially launch in March 2017 with Warmer Welcomes, an integration of both hospitality groups’ loyalty programmes — Golden Circle and Taj InnerCircle. 

Existing members of either of the loyalty programmes will receive benefits of their membership status when they stay at any Shangri-La or Taj hotel worldwide with “top-tier status matching”. They will also be able to earn and redeem points across both programmes. 

Shangri-La Singapore

Specifics of Warmer Welcomes haven’t been disclosed yet. On getting in touch with the hospitality groups, both said that details pertaining to the alliance will be formally revealed in the coming months. 

Madhu Rao, Shangri-La’s acting president says, “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. 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.” 

Taj and Shangri-La currently operate in 100 hotels in 63 destinations and 116 hotels in 73 destinations respectively. Post March 2017, brands where Warmer Welcomes will be eligible are namely:

  • Gateway
  • Taj
  • Vivanta
  • Shangri-La
  • Traders Hotels
  • Kerry hotels
  • Hotel Jen;

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