Shangri-La targets MICE market with double initiative

The China Hall ballroom at Shangri-La Hotel Qingdao
The China Hall ballroom at Shangri-La Hotel Qingdao

Shangri-La Hotels & Resorts has launched two new initiatives aimed at generating more business from the meetings and events sector.

An extension of its existing Golden Circle loyalty scheme, Golden Circle Event Planner Rewards will provide incentives for meeting planners booking functions at Shangri-La hotels, while the new the Shangri-La Events Collection aims to provide a greater range of options for meeting planners.

Golden Circle Event Planner Rewards enables meeting planners to earn up to 40,000 Golden Circle Points on an event booking – the equivalent of 40 complimentary room nights. It will then offer members the chance to earn double points for any subsequent meetings or events booked in the same calendar year.

“With Event Planner Rewards, Golden Circle has significantly broadened the value we offer group and event planners worldwide. Event organisers can now earn Golden Circle points on all conferences, meetings and events as well as redeem points towards their future events and meetings or use them for leisure travel,” said Steven Taylor, Shangri-La’s chief marketing officer.

The Shangri-La Events Collection is aimed at providing a greater range of options for meeting planners, with a focus on allowing delegates to experience their local aspects of their event’s destination. This could include tailor-made team-building exercises or themed activities.

It will also provide a range of optional extras, such as room upgrades and airport transfers, and up to 50,000 Golden Circle points can be redeemed against the cost of the event.

“Our philosophy is simple – we don’t just help planners to organise events, we enable them to design their own experiences with the best of Shangri-La. We take care of the smallest details and deliver beautiful and personalised events which are engaging, polished and productive,” Taylor added.

According to Shangri-La, meetings and events account for more than a quarter of its business. The Hong Kong-based hotel group now operates 95 hotels worldwide with an inventory of more than 39,000 rooms.

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