Two of Asia’s best-known hotel groups have joined forces.
India’s Taj Hotels, Resort & Palaces has formed a new alliance with Hong Kong-based Shangri-La Hotels & Resorts, which will integrate the two companies’ guest loyalty programmes.
When the alliance officially commences in March 2017, the “Warmer Welcomes” programme will enable members of Taj InnerCircle and Shangri-La’s Golden Circle to earn points and receive benefits while staying at any of the two companies’ 200 global hotels. Members will also be able to convert points to redeem with both hotel groups.
“Our valued guests and loyalty members had shared their desire for a wider selection of world class hotels in key destinations,” said Rakesh Sarna, Taj’s managing director & CEO. “This alliance will help drive deeper engagement for our most valuable guests and members as they will now be recognised seamlessly at some of the world’s finest hotels.”
Shangri-La’s acting president, Madhu Rao, said the alliance would be especially beneficial as the two companies have a “minimal overlap of properties”.
“Taj and Shangri-La are in a unique position to establish a seamless alliance that goes beyond a marketing partnership or multi-hotel distribution platform,” Rao said. “Our alliance bridges two iconic Asian brands and opens up a world of new experiences for our loyal guests.”
The alliance provides a further bridge between India and China, the world’s most populous countries and two of the world’s fastest-growing major economies.