Taj Hotels, Shangri-La form alliance on loyalty programmes

Two of Asia's iconic luxury hotel groups, Hong Kong-based Shangri-La Hotels and Resorts and Taj Hotels Resorts and Palaces, today said they have formed a strategic alliance on loyalty programmes to broaden their reach across Asia and the world.
"We have decided for an alliance on loyalty programmes, which will allow over 6 million members, combined, to broaden their reach and scale across 200 hotels, 27 countries and 131 destinations. It will add more value to our loyal members," Taj Hotels CRO Chinmai Sharma told PTI here.
The alliance, which will be officially launched in March 2017, will extend to all brands of both the group.

This integrates Taj InnerCircle and Shangri-La's Golden Circle guest loyalty programmes and it will provide members reciprocal and seamless benefits to the members.
In the long-term, Sharma said, both the hospitality groups will cross sell through their websites and call centres.
Asked if Taj Hotels is looking at similar alliance with other international hospitality groups, Sharma said, "Currently, this was a good place to start. We will keep our mind open for players with maybe strong presence in the Europe and the US."

Taj Hotels Resorts and Palaces Managing Director and CEO Rakesh Sarna in a statement said, "This is a strategic step in bringing greater synergies amongst two brands known for their legendary hospitality.

"Over time, our guests and loyalty members had shared their desire for a wider selection of hotels in key destinations. This alliance will help drive deeper engagement for our guests and members across multiple geographies."
Shangri-La Acting President Madhu Rao said, "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."
Taj Hotels Resorts and Palaces is one of Asia's largest group of hotels, comprising 100 hotels in 63 destinations across the globe, including presence in India, North America, United Kingdom, Africa, Middle East, Malaysia, Sri Lanka, Maldives, Bhutan and Nepal.

Hong Kong-based Shangri-La International Hotel Management currently operates over 95 hotels in 22 countries and 73 destinations under the Shangri-La Hotels and Resorts, Kerry Hotels, Hotel Jen and Traders Hotels brands.