Shangri-La Hotels & Resorts: It's in our nature
Principal author: Clarissa Tam, Ogilvy & Mather Hong Kong
Contributing authors: Catherine Moustou and Tim Broadbent, Ogilvy & Mather Hong Kong
Background and objectives
Shangri-La is an Asian group of five-star hotels and resorts. 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, including 29 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-La hotels in North America, the Middle East and Oceania. Shangri-La Paris opened in 2011, marking the entry of the brand into Europe, and Shangri-La London is due to open in 2013. The Group intends opening 35 hotels over the next few years.