Hong Kong-based hotel group Shangri-La Hotels and Resorts has launched a new food and beverage loyalty programme at over 500 restaurants and bars at its portfolio of 98 properties worldwide.
‘The Table’ programme came about after the company surveyed Golden Circle members, hotel guests and local residents on their attitudes towards dining, restaurant preferences and the loyalty experience.
"Our consumer research reaffirmed that the emotion attached to a dining experience is far more appealing than the functional benefit of discounts and points. Loyalty programmes must adapt to this trend and become increasingly more experiential," said Shangri-La chief marketing officer Steven Taylor.
"Through ‘The Table’s’ unmatched rewards, we are giving guests greater access to culinary experiences worth savouring."
‘The Table’ is fully integrated within Shangri-La’s Golden Circle loyalty programme offering signature food experiences, special offers and exclusive member-only events.
Under the terms of the programme members earn Golden Circle Award Points when dining at Shangri-La, Hotel Jen, Kerry and Traders brand hotels even when they are non-staying guests.
It also features ‘Instant Dining Rewards’ which offer immediate Golden Circle award points to be earned and redeemed without pre-planning or vouchers required.
The programme is showcased on its own mobile-friendly digital platform.
"Incredible dining and drink experiences at our hotels play a large part in creating memorable moments for guests. By elevating Golden Circle benefits and introducing moments of surprises via one platform, ‘The Table’ brings instant guest recognition and rewards to life," said Shangri-La vice president for partner and loyalty marketing Wee Kee Ng.
