DMA HK: How Shangri-La is redefining loyalty beyond points and tiers

The traditional customer loyalty playbook, built on transactional systems of points and tiers, is becoming obsolete. Today's consumers crave genuine connection, not just scheduled rewards. The new mandate for brands is clear: foster true loyalty by designing for emotional utility and behavioral relevance.

Shangri-La's "Shangri-La Circle" (SLC) programme exemplifies this shift. Since its 2022 revamp, it has pursued a strategic evolution beyond functional benefits, explained Wee Kee Ng (pictured), vice president and deputy head of Shangri-La Circle, in conversation with MARKETING-INTERACTIVE.

From transactions to a lifestyle ecosystem

“First, SLC aims to be a true lifestyle programme, seamlessly integrating travel, dining, wellness, and retail into a holistic experience that fosters loyalty among members and their families,” he said.

The second pillar is creating meaningful, personalised connections. This philosophy moves beyond generic recognition, introducing dynamic "Step up moments" tailored to members' real-time behaviours—from their travel purpose and booking channel to their social media activity and cuisine preferences.

“These benefits are personalised based on members’ real-time engagement and behaviours—such as travel purpose, booking channel, social media activity, and even cuisine preferences,” Ng explained. 

By leveraging these data insights, SLC delivers tailored offers and triggers real-time rewards—such as room upgrades, spa vouchers, or retail discounts—directly to members on their preferred digital channels, he added. "This data-driven, personalised approach transforms occasional transactions into memorable experiences, strengthening member loyalty at its core."

A perfect UI/UX: Embedding hospitality in digital design

This strategy is brought to life through a digital experience designed to extend Shangri-La's signature hospitality online. SLC’s UX prioritises convenience, personalisation, and exclusive value at every stage of the member journey across its WeChat, mobile app, and website platforms.

Key features include mobile check-in/out, preference management, and in-stay services such as mobile casting and restaurant bookings. “The integration of data-driven personalisation is central to fostering loyalty,” Ng noted. “A mobile-first approach ensures members can interact with SLC wherever and whenever they choose.”

Recognising that points alone are "table stakes," SLC has shifted its focus to instant gratification and emotional engagement. “The wait for a free night is simply too long to spark excitement,” Ng stated. Instead, members can use points as cash for instant redemption across stays, dining, and spa treatments.

The programme further deepens loyalty by surprising members with a taste of VIP treatment—complimentary breakfasts, upgrade vouchers, or exclusive invites to events such as cooking classes and concerts. These dynamic rewards, triggered by member activity, are designed to turn ordinary stays into unforgettable experiences, strengthening member loyalty at its core.

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