SHANGRI-LA Hotels and Resorts has launched a new loyalty programme for event organisers that allows them to earn and redeem points when holding events at all Shangri-La, Kerry and Hotel Jen properties worldwide.
The initiative, titled Shangri-La Events Collection, gives planners of MICE activities a range of new benefits, such as instantly redeemable three per cent event spend, while enhancing and integrating its existing Golden Circle membership programme.
When asked how this is different from its past MICE initiatives, Sarah Chen, vice president, sales and marketing, Shangri-La Hotels and Resorts, said: “The difference is consistency across all Shangri-La hotels. It is no longer just ad hoc or at the hotel’s discretion. It now becomes a brand promise as it is launched throughout the group.
“It is the very first events and meetings planner programme that we have. We had some promotional offers and tactical targeting of event planners in the past, but this time we took a holistic approach.”
Chen added that the time is also ripe for the launch as Shangri-La approaches its 100th property milestone and as the group celebrates the fifth anniversary of its Golden Circle membership scheme.
“The Golden Circle programme launched five years ago is really targetting the individual frequent traveller whereas this one is mostly targetting event organisers, whether from corporations or from agencies,” she added.
According to Shangri-La, meetings and events account for over a quarter of their business, and the new loyalty scheme is aimed at better rewarding and retaining clients.
Commenting on the increasingly budget-tight MICE market however, Chen said: “Event planners are price-conscious but they also want their events to be perfectly delivered. Ultimately, budget is just one part of the equation.
“With this programme, we want to deliver value and quality instead of competing on price.”
