Two leading Asian hotel groups, Hong Kong-based Shangri-La Hotels & Resorts and Mumbai-based Taj Hotels Resorts & Palaces, announced today they have formed a ground-breaking strategic alliance to broaden their reach and offer more unique experiences to guests across Asia and the world.

The alliance will officially launch in March 2017 with the introduction of the “Warmer Welcomes” programme, which integrates Taj InnerCircle and Shangri-La’s Golden Circle guest loyalty programmes and will provide members reciprocal and seamless benefits.

The programme will offer Shangri-La and Taj’s combined six million loyalty programme members the benefits most important to them.

Rakesh Sarna, chief executive, Taj Hotels Resorts & Palaces said: “This is a strategic step in bringing greater synergies amongst two brands known for their legendary hospitality.

“Over time, our valued guests and loyalty members had shared their desire for a wider selection of world class hotels in key destinations.

“This alliance will help drive deeper engagement for our most valuable guests and members as they will now be recognised seamlessly at some of the world’s finest hotels across multiple geographies.”

As part of its “Loyalty Is” fifth anniversary celebration this year, Shangri-La’s Golden Circle has rolled out an array of new member benefits and partnerships, the most recent being Infinite Journeys with Singapore Airlines.

Taj relaunched InnerCircle in 2015 with augmented features and enhancements, applicable globally across all hotels. The revamped programme has no blackout dates, an easy redemption process with myriad opportunities ranging from accommodation, restaurants and spas, and no expiry of points for active members.

“As hotel owner-operators who share similar values and service philosophies but have minimal overlap of properties, Taj and Shangri-La are in a unique position to establish a seamless alliance that goes beyond a marketing partnership or multi-hotel distribution platform,” said Shangri-La acting president Madhu Rao.

“Our alliance bridges two iconic Asian brands and opens up a world of new experiences for our loyal guests.

“We will be able to enhance brand awareness and increase market share by providing Golden Circle and Taj InnerCircle members more value and more reasons to stay with us.”