Shangri-La: It's In Our Nature

Agency: Ogilvy & Mather Advertising, Hong Kong
Client: Shangri-La International Hotel Management
Product: Shangri-La Hotels and Resorts

Objectives

Shangri-La is an Asian group of five-star hotels. The first Shangri-La opened in Singapore in 1971. Its name was inspired by James Hilton's novel Lost Horizon to embody the Asian hospitality at the heart of its offer.

There are now 57 Shangri-La hotels in 14 Asian countries, of which 29 are in mainland China. The Group also includes 13 four-star hotels, most branded Traders.

Shangri-La is one of the very few Chinese brands to expand globally. There are Shangri-Las in North America, the Middle East and Oceania. Shangri-La Paris opened in 2011, marking the entry of the brand into Europe. The Group intends to open another 35 hotels over the next few years.

However, the recession of 2008 – 2009 was a major challenge. The global hotel market shrank by 12% as corporations and consumers slashed travel budgets.1 A wave of 5,000 new hotels hit the market, leading to massive price discounting. RevPAR (Revenue Per Available Room, a common measure of hotel performance) fell everywhere.