Shangri-La Hotels and Resorts has launched 'The Table by Golden Circle', a new food and beverage loyalty programme that offers benefits to members who dine at Shangri-La properties.
This move is the latest initiative in the ongoing transformation of Golden Circle, which has rolled out member benefits, new partnerships, offers and Golden Circle Event Planner Rewards during its nine-month 'Loyalty Is' anniversary campaign.
“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 chief marketing officer Steven Taylor, in a statement.
The Table is fully integrated with Shangri-La’s Golden Circle loyalty programme. Members can now earn Golden Circle award points by dining and drinking at more than 500 restaurants and bars found in Shangri-La, Hotel Jen, Kerry and Traders properties globally - when they are non-staying guests.
Members can also earn and redeem Golden Circle award points on the spot through 'Instant Dining Rewards', with no pre-planning or vouchers required.
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Jade and Diamond level members receive bonus earnings and more value on redemptions for dining transactions.
Members can also receive Golden Circle Award Points on all qualifying transactions, including discounts.
The Table also has a mobile-friendly digital platform, which gives members access to special offers and features stories and videos which spotlight the people behind the food and drink.
The platform also highlights signature dish recipes and seasonal menus as well as The Table’s Instagram account.
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