Mumbai based Taj Hotels Resorts and Palaces has announced a reciprocal loyalty alliance with Hong Kong based Shangri-La Hotels & Resorts.
Starting in March 2017, the joint program named Warmer Welcomes will offer reciprocal benefits to members of both Taj Inner Circle and Shangri-La’s Golden Circle guest loyalty programs. Combined, there will be 6 million loyalty program members.
According to the email I received from Taj, the alliance was brought about to bring more value to members –
In our endeavour to bring more value and unique experiences, we are pleased to
announce the first-of-its-kind alliance between two loyalty programmes.
Building on similar values and service philosophies of Taj and Shangri-La,
Warmer Welcomes will offer our members reciprocal benefits across
Asia and the World.
No doubt they have also taken note of Marriott’s increased footprint after the announcement of their merger with Starwood. This loyalty program alliance will encourage crossover for Inner Circle and Golden Circle member hotel stays, effectively increasing their footprint without a drastic merger.
The new Warmer Welcomes program offers big benefits to members, as they’ll see their status matched and be able to receive reciprocal perks and widen the range of properties to choose from.
Here’s a refresher of Taj InnerCircle tiers and benefits –
Here’s one for Shangri-La’s Golden Circle tiers and benefits –
Although the press release doesn’t specify which tiers will match to which between programs, Shipra with Live from a Lounge has the breakdown –
Shangri-La Diamond Status = Taj InnerCircle Platinum
Shangri-La Jade Status = Taj InnerCircle Gold and Silver
Shangri-La Gold Status = Taj InnerCircle Copper
Members of each program will be able to earn and and redeem points in their preferred program regardless of whether they stay at a Taj or Shangri-La property in any country.
Members will also be able to transfer points between programs in order to redeem awards, and Shipra notes the conversion ratio at 3 Golden Circle points to 2 InnerCircle points.
I see the new alliance to be beneficial for both sides, and members.
What do you think of the new Warmer Welcomes alliance?