THE TABLE BY GOLDEN CIRCLE
In the third quarter of 2016, Shangri-La Hotels and Resorts announced the launch of The Table by Golden Circle, a new food and beverage loyalty programme that offers unparalleled benefits to members who dine at Shangri-La properties both on the road and nearer to home. The dining programme 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 anniversary of its #LoyaltyIs consumer 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 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's chief marketing officer Steven Taylor. “Through ‘The Table's' unmatched rewards, we are giving guests greater access to culinary experiences worth savouring. And the more they dine with us, the better these experiences get.”
The Table is fully integrated with ShangriLa's award-winning Golden Circle loyalty programme and recognises members through achievable redemptions and access to signature food experiences, exclusive events, unique surprises and special offers. Among the industry-leading differentiators that set Shangri-La's dining loyalty programme apart from others are:
• More Rewards: Members can now earn Golden Circle Award Points by dining and drinking at the more than 500 restaurants and bars found in Shangri-La, Hotel Jen, Kerry and Traders properties globally when they are non-staying guests. • Instant Indulgence: Instant Dining Rewards allows members to earn and redeem Golden Circle award points on the spot – no pre-planning or vouchers required.
• Elite Rewards: Jade and Diamond level members receive bonus earnings and more value on redemptions for dining transactions.
• Sweeter Deals: Members receive Golden Circle Award Points on all qualifying transactions, including discounts.
For more information, visit the website.