Two of Asia’s leading luxury hotel groups have formed a partnership to introduce a new combined loyalty programme.
Taj and Shangri-La Hotels and Resorts will introduce a new guest loyalty programme called Warmer Welcomes, which integrates Taj’s InnerCircle and Shangri-La’s Golden Circle rewards schemes.
Warmer Welcomes launches officially in March 2017 and offers a combined six million members the opportunity to earn and redeem points at a combined 200 hotels.
"This is a strategic step in bringing greater synergies among the two brands," said Taj CEO Rakesh Sarna.
"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’s acting president Madhu Rao.
While there is little competing overlap, the two companies have similar sized portfolios.
Taj has 100 hotels in 63 destinations, and Shangri-La operates 95 hotels in 73 destinations,
