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    The Golden Circle Card

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    Supriya Satish
    The document summarizes a presentation about the Golden Circle premium membership program for frequent guests of Shangri-La hotels and resorts and their partner hotels. The Golden Circle allows members to earn points during stays that can then be redeemed for rewards. It covers over 90 hotels worldwide and partners with other brands. The program aims to provide luxury travel amenities and offers to high-end guests through impeccable service and premium perks to compete with other loyalty programs like Ritz-Carlton. Areas for improvement include customizing the card benefits more and gaining additional store partners.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    The Golden Circle Card

    Uploaded by

    Supriya Satish
    65 views18 pages
    The document summarizes a presentation about the Golden Circle premium membership program for frequent guests of Shangri-La hotels and resorts and their partner hotels. The Golden Circle allows members to earn points during stays that can then be redeemed for rewards. It covers over 90 hotels worldwide and partners with other brands. The program aims to provide luxury travel amenities and offers to high-end guests through impeccable service and premium perks to compete with other loyalty programs like Ritz-Carlton. Areas for improvement include customizing the card benefits more and gaining additional store partners.

    Original Description:

    Business Analysis of the Golden circle membership Card

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    The document summarizes a presentation about the Golden Circle premium membership program for frequent guests of Shangri-La hotels and resorts and their partner hotels. The Golden Circle allows members to earn points during stays that can then be redeemed for rewards. It covers over 90 hotels worldwide and partners with other brands. The program aims to provide luxury travel amenities and offers to high-end guests through impeccable service and premium perks to compete with other loyalty programs like Ritz-Carlton. Areas for improvement include customizing the card benefits more and gaining additional store partners.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    65 views18 pages

    The Golden Circle Card

    Uploaded by

    Supriya Satish
    The document summarizes a presentation about the Golden Circle premium membership program for frequent guests of Shangri-La hotels and resorts and their partner hotels. The Golden Circle allows members to earn points during stays that can then be redeemed for rewards. It covers over 90 hotels worldwide and partners with other brands. The program aims to provide luxury travel amenities and offers to high-end guests through impeccable service and premium perks to compete with other loyalty programs like Ritz-Carlton. Areas for improvement include customizing the card benefits more and gaining additional store partners.

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    © All Rights Reserved
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    You are on page 1of 18

    Golden Circle

    PRESENTED BY BANGSIL, CALDERON, SATISH, YAZON


    Overview

    Company Background: Shangri-La


    The Golden Card
    Partners
    Brand Analysis
    Competitors
    Business Analysis
    Execution Tactics
    Improvement Areas
    Shangri-La

    Founded by Mr. Robert


    Kuok in 1971
    Has 100 luxury hotels and
    resorts all over the World
    Has 5 brands across
    different market segments
    The Golden Circle

    Premium membership for frequent guests at Shangri-la


    and the partners
    Members begin by earning Golden Circle Award Points
    during their stays at Shangri-La Hotels and Resorts, Kerry
    Hotels, Traders Hotels and Hotel Jen
    Covers over 90 hotels in key business destinations
    THE APP
    Partners

    Taj Inner circle Klook


    Singapore Airlines The Economist
    Target DEMOGRAPHICS
    Ages 30-50

    Market Financially stable


    Classes AB
    Frequent guests at Shangri-LA

    GEOGRAPHICS
    Big cities and Scenic spots

    PSYCHOGRAPHOC
    Values lifestyle
    Visible Achievement
    Social Presence
    Brand Campaign

    Our uncompromising commitment to recognising your


    loyalty
    Communication
    objectives

    A CONTINUAL
    IMPROVEMENT TO CREATE
    UNFORGETTABLE
    EXPERIENCES FOR OUR
    HIGHLY VALUED GUEST
    BIG IDEA

    Program that brings luxury


    to travel.
    PREMIUM
    Positioning AMENITIES AND
    OFFERS FOR HIGH
    END GUESTS

    BEST LUXURY IMPECCABLE


    BRAND SERVICE TO
    GUESTS: VALUE
    FOR MONEY
    Competitors

    THE RITZ-CARLTON –
    PARTICIPATION IN MARRIOTT
    REWARDS
    STRENGTHS WEAKNESSES
    Presentations are Presentations are
    communication tools communication tools
    that can be lectures. that can be lectures.

    OPPORTUNITIES THREATS

    S.W.O.T.
    Presentations are Presentations are
    communication tools communication tools
    that can be lectures. that can be lectures.
    Porter's Forces

    INDUSTRY RIVALRY: HIGH

    THREAT OF NEW ENTRANTS:


    POWER OF SUPPLIERS: MEDIUM
    LOW

    THREAT OF
    POWER OF BUYERS: MEDIUM
    SUBSTITUTES: HIGH
    Execution Tactics REDEEM
    REWARDS
    Use points earned
    to make the most
    of the Golden
    Circle card.
    EARN
    POINTS
    Frequent usage of
    card - staying in
    Shangri-La or
    partner groups.
    Improvement Customization of the card to
    areas serve the needs and wants of
    the member
    More perks when you use the
    card that are competitive with
    the Ritz loyalty card
    Partner up with stores found in
    the hotels to be able to give
    discounts to members
    THANK YOU!

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