Asia based hotel group Shangri-La has unveiled a new brand.
As the name suggests the ‘Fam.ily’ brand focuses on family-friendly stays.
According to the company, it targets multi-generational families, and supports customers on their parenting journeys.
The brand showcases the company’s Asian heritage and strong family culture, it says.
"Family has always been at the heart of the Shangri-La brand culture and treating our guests like family remains a hallmark of the Shangri-La identity," said Hui Kuok, Chairman of Shangri La Group.
"With the launch of our new Fam.ily brand, we hope to deliver experiences that will bring families closer together."
The Fam.ily brand logo has two parts: ‘Fam’, for ‘family’, and ‘ily’, to signify ‘I Love You’.
The first Fam.ily programmes will roll out at four properties across Mainland China this summer.
It will include themed family suites designed to accommodate multigenerational groups.
