Exquisite Taste - - Grapevine -

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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.

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