CASE STUDY 5: 

Hotel Group: Shangri-La
Loyalty Programme: Golden Circle
Challenge: Address the needs of both staying and non-staying guests.
Initiative: Restructured and enhanced the existing Golden Circle recognition and award programme to allow staying and non-staying guests to earn and redeem Golden Circle Awards Points or Golden Circle Awards.
Objective: Provide more privileges.
Target Audience: Existing Golden Circle Members and general public.
Channels: Online, PR, social media.
Results: Since restructuring in October 2010, the number of Golden Circle members has increased 60%, bringing memberships to 2 million.

 

Story continues below
Advertisement

To read about three hotels that don't have loyalty programmes - and why, click here