Shangri-La Hotels and Resorts and Taj Hotels Resorts and Palaces, two of Asia’s most iconic luxury hotel groups, have formed a ground-breaking strategic alliance to broaden their reach and offer more unique experiences to guests across Asia and the world. The two companies will launch a brand-new guest loyalty programme called Warmer Welcomes, which will integrate Taj’s InnerCircle and Shangri-La’s Golden Circle rewards programmes.
Warmer Welcomes will make its debut next March and the joint loyalty programme will allow the six million members to earn and redeem points for stays at a combined network of 200 hotels across 27 countries.
“This is a strategic step in bringing greater synergies amongst two brands known for their legendary hospitality,” Rakesh Sarna, MD and CEO, Taj Hotels Resorts and Palaces said and added that this alliance will help drive deeper engagement for our most valuable guests and members as they will now be recognized seamlessly at some of the world’s finest hotels across multiple geographies.
“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,” said Shangri-La Acting President Madhu Rao. “Our alliance bridges two iconic Asian brands and opens up a world of new experiences for our loyal guests. 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.”
