Shangri-La launches global food and beverage loyalty program
Shangri-La Hotels and Resorts has launched The Table by Golden Circle, a new food and beverage loyalty program that offers what the company says are “unparalleled benefits to members who dine at Shangri-La properties both on the road and nearer to home”.
The dining program is the latest initiative in the ongoing transformation of Golden Circle, which has rolled out industry-leading member benefits, new partnerships, exclusive offers and Golden Circle Event Planner Rewards during its nine-month Loyalty Is anniversary campaign.
Shangri-La’s Chief Marketing Officer, Steven Taylor, said the Hong Kong-based hotel group, which operates 98 properties and over 500 restaurants and bars worldwide, commissioned consumer research in developing The Table – surveying Golden Circle members, hotel guests and local residents on their attitudes towards dining, restaurant preferences and loyalty.
“Our consumer research reaffirmed that the emotion attached to a dining experience is far more appealing than the functional benefit of discounts and points,” he said.
“Loyalty programs must adapt to this trend and become increasingly more experiential.
“Through ‘The Table’s’ unmatched rewards, we are giving guests greater access to culinary experiences worth savouring. And the more they dine with us, the better these experiences get,” Taylor said.
The Table is fully integrated with Shangri-La’s award-winning Golden Circle loyalty programme and recognises members through achievable redemptions and access to signature food experiences, exclusive events, unique surprises and special offers.
Taylor said key features of Shangri-La’s dining loyalty program included:
*More Rewards: Members can now earn Golden Circle Award Points by dining and drinking at the more than 500 restaurants and bars found in Shangri-La, Hotel Jen, Kerry and Traders properties globally when they are non-staying guests;
*Instant Indulgence: Instant Dining Rewards allows members to earn and redeem Golden Circle award points on the spot – no pre-planning or vouchers required;
*Elite Rewards: Jade and Diamond level members receive bonus earnings and more value on redemptions for dining transactions; and
*Sweeter Deals: Members receive Golden Circle Award Points on all qualifying transactions, including discounts.
Hotel dining is often portrayed as being uniform, with one perspective, one approach and one product. The Table’s innovative mobile-friendly digital platform, www.Golden-Circle.com/TheTable, challenges that notion with dynamic content showcasing the exciting range of culinary experiences available at Shangri-La properties.
In addition, it caters to how consumers approach dining today. Guests searching for restaurants and bars will find options categorized under five moods – elegant, intimate, upbeat, chill and adventurous – or by curated experiences, local offers and member benefits.
The site gives members access to special offers and features immersive stories and videos which spotlight the artisans behind the food and drink that ends up on guest tables.
“Incredible dining and drink experiences at our hotels play a large part in creating memorable moments for guests,” said Shangri-La Vice President for Partner and Loyalty Marketing, Wee Kee Ng.
“By elevating Golden Circle benefits and introducing moments of surprises via one platform, ‘The Table’ brings instant guest recognition and rewards to life.”
The platform also highlights signature dish recipes and seasonal menus as well as The Table’s Instagram account, @TheTable, which visually captures the essence of Shangri-La culinary journeys.