Enhancing Shangri-La's Customer Loyalty Program with Data & Marketing Automation Solutions

HOSPITALITY

Company Profile

Founded in 1971 and headquartered in Hong Kong SAR, the Shangri-La Group has grown their single hotel business into a diverse and integrated global portfolio comprised of premier hotels, real estate, and mixed used properties. The group owns, operates and manages over 100 hotels and resorts with an estimated 40,000+ rooms in over 76 destinations around the world, under its family of four prestige brands: Shangri-La hotels and Resorts, Kerry Hotels, JEN by Shangri-La, and Traders – with each brand representing a distinctive personality.

Challenges

Shangri-La Circle is the client’s customer loyalty and rewards program. Shangri-La Circle offers unique tiers for members to accumulate points and enjoy exclusive benefits through seamless digital experiences. The marketing automation of Circle faced challenges integrating disparate data sources to build unified customer profiles for personalized content delivery, while ensuring compliance with privacy regulations. Given the rapid evolution of social and engagement dynamics, the client required an experienced partner to support their digital transformation, data practice and mar-tech needs while handling sensitive customer information securely.

Solutions

LPS has delivered a comprehensive customer data platform to integrate and manage personal customer profiles for over 5 million prestige members of Shangri-La, empowering personalized content delivery. The solution approach encompasses four main stages: preparation, integration, execution, and review. The streamlined delivery process ensures that clients benefit from Martech best practices at every critical juncture.

"The steadfast support of the LPS team has been instrumental in elevating our customer loyalty program and marketing processes through data-driven decision making and automation. We are especially pleased with the new customer data platform they have implemented, as it has enabled a transformative shift in our ability to engage with customers in personalized and meaningful ways."

Andy Tse

Assistant Vice President, CRM,

Shangri-La Circle

Shangri-La International Hotel Management Ltd

Value Created

This integration of data-driven insights and intelligence automation has transformed Shangri-La’s ability to engage customers in a personalized, scalable and efficient manner. By consolidating disparate touch points, LPS has enabled a holistic view of customer journeys, equipping Shangri La-Circle to deliver exceptional and personalized experiences to its members.

Furthermore, the comprehensive marketing operations and IT managed services have empowered Shangri-La with an expert-driven, cost-efficient, and scalable support team. This team not only enhances performance but also boosts organizational flexibility and maximizes return on investment (ROI). As a result, the client can shift their focus back to core business functions and direct resources towards strategic priorities.

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