How Shangri-La relaunched its loyalty scheme around 'family'

When luxury hotel brand Shangri-La relaunched its Golden Circle loyalty scheme it decided it wanted its guests to be welcomed 'as part of the family'.

How Shangri-La relaunched its loyalty scheme around 'family'

Low Lai Chow

Back in 1997, eyebrows were raised when the Shangri-La Group – known for its luxury hotel brand – mooted the idea of a rewards program, its Corporate Loyalty and Partner Marketing Director, Wee Kee Ng, told the Loyalty World Asia conference in Singapore.

Golden Circle was the name of the loyalty scheme, and it was launched in September that year.

Fast-forward 13 years to 2009, when Shangri-La Group decided Golden Circle wasn't good enough compared to the competition – never mind if it had already gained...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands