Shangri-La Hotels and Resorts has recently revamped its personalized guest recognition program, Golden Circle. Golden Circle members will now find more flexible criteria for advancing to upper tiers of the program, among other changes.

“The key difference with Golden Circle is that it isn’t a bonus point program. It is all about individuality and recognition,” said Chief Marketing Officer Martin F. Waechter. “Elsewhere, customers may be loyal to their points, whereas our frequent guests return because they are loyal to the Shangri-La experience.”

Classic membership includes priority check-in with pre-registration; an exclusive welcome amenity on arrival; 50-percent discount on daily breakfast; suite upgrades from US$39; free local phone calls; preferred Golden Circle rate; complimentary partner stays; credit card cash advances; frequent flyer mileage; and personal preferences.

The program’s three membership levels – Classic, Executive and Elite – remain, but with improved advancement opportunities. A Classic member will be automatically upgraded to Executive level with 20 room nights at two or more Shangri-La properties in one calendar year, while an Executive member will be upgraded to Elite level with 60 room nights in three or more hotels in one calendar year.

The redesign was based on the results of the most recent bi-annual member survey conducted in September 2004.