Shangri-La launches gamification site for Singles’ Day

What started as an online shopping day on 11 November 2010, originally celebrated by young Chinese singletons to indulge in online retail therapy, has evolved into one of the world’s largest virtual sprees.Singles’ Day, coined in relation to the four “1s” in the date that also means "only one" in Chinese, is now a worldwide cyber shopping holiday to recognise the single consumer.With this in mind, Shangri-La has launched a gamification site to discount incentives and travel offers at the group’s hotels and resorts in Australia, Fiji and South East Asia.Before unlocking the Shangri-La travel deals, users can participate in the site’s personality quiz – to determine whether they are a Thrill Seeker, Nature Lover, Art and Cultural buff, Elite Traveller, Urban Voyager or simply one who prefers Tranquillity – before being recommended with a relevant experience to match their character.The travel offers include an adrenaline racing drive in the latest Ferrari sports car model and a stay at the iconic 15-acre Shangri-La Hotel, Singapore; a visit to the 2,600-year-old Shwedagon Pagoda in Yangon, one of the world’s oldest gilded pagodas, coupled with accommodation at Sule Shangri-La and a snorkelling safari tour at Shangri-La’s Mactan Resort & Spa, Cebu in the Philippines.Six game players who socially share the results of their personality quiz, from the game site, and include #LoveJourney have the opportunity to win a three-night stay at any Shangri-La hotel.Singles’ Day began six years ago as a day to celebrate the single consumer’s Valentine’s Day. Last year, the day broke online record sales with 278 million items sold globally and is compared to Cyber Monday, a western initiative that also encourages people to shop for goods and holidays online.