Shangri-La Hotels and Resorts announced the launch of The Table by Golden Circle, a new food and beverage loyalty program that offers unparalleled benefits to members who dine at Shangri-La properties both on the road and close 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 anniversary campaign.
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 re-affirmed that the emotion attached to a dining experience is far more appealing than the functional benefit of discounts and points. Loyalty programs must adapt to this trend and become increasingly more experiential," said Shangri-La's chief marketing officer Steven Taylor.
"Through The Table's unmatched rewards, we are giving guests greater access to culinary experiences worth savoring. And the more they dine with us, the better these experiences get."
The Table is fully integrated with Shangri-La's award-winning Golden Circle loyalty program and recognizes members through achievable redemptions and access to signature food experiences, exclusive events, unique surprises and special offers.
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.
Editor: Vince Xie