This fall, Shangri-La introduced a revamped Gold Circle (GC) loyalty program where members can earn and spend points on free room nights, room upgrades, dining and spa privileges and can convert their points into airline miles. GC members can earn one point for every US$1 or local currency equivalent spent when staying at Shangri-La or Traders hotels, dining at participating restaurants or enjoying spa treatments at CHI, The Spa.
Awards, coming first quarter 2011, will be available starting at a low 500 points for a food and beverage voucher and members can share their awards with family members.
Another change to the program is the new elite tiers of Gold, Jade and Diamond. Gold level is offered to anyone who joins the program and comes with benefits such as priority check-in and checkout in an exclusively designated area, a fresh-fruit welcome amenity and more.
Jade membership is offered at 20 qualifying nights or 10 qualifying stays in a calendar year at any Shangri-La hotel, resort or Traders hotel. Jade membership comes with a 25 percent point bonus on all qualifying spending, guaranteed room availability when booking at least 72 hours before check-in, room upgrades, early check-in (11am) and late check out (4pm), complimentary breakfast for you and a guest and a choice of welcome amenities from beer to sparkling water and cookies to chocolates, plus other benefits.
The top Diamond tier is offered at 50 qualifying nights or 25 qualifying stays and offers all the benefits of Jade membership plus a 50 percent point bonus on all eligible spend, complimentary suit pressing, free use of resort facilities where available such as non-motorized water sports, the check-in and checkout times are extended to 8am and 6pm and the welcome amenities include a bottle of wine. Diamond members also have access to 24-hour concierge services (even as a non-paying guest) and can enjoy exclusive Horizon and Traders Club lounges with a guest, plus other benefits.
To learn more about the new Golden Circle and to join the free program, visit http://www.insideflyer.com/link/?3548
Bottom line: In the past, Golden Circle was a guest recognition program only. This latest version of the program has added the ability to earn points to spend on a variety of awards while retaining most of the benefits of the guest recognition program. The highest elite status qualification has decreased from 60 to 50 qualifying nights. Members can choose to earn airline miles instead of points if they wish. Shangri-La Hotels and Resorts currently has 69 hotels under the Shangri-La and Traders brands, with a room inventory of over 30,000. The group has a substantial development pipeline with projects in Austria, Canada, China, France, India, Macau, Malaysia, Philippines, Mongolia, Russia, Qatar, Turkey and the United Kingdom.