MGT103 Case Study Report The Shangri-la Hotel Francesca Donovan Identify any Loyalty Programs and evaluate the effectiveness of it? In the past the hospitality industry offered loyalty programs, usually formed with an alliance such as an airline. Due to the fact airlines have segregated themselves and formed their own frequent flier points, the hotel industry has been forced to produce programs for themselves. Loyalty programs within the hotel industry are ensuring customer satisfaction to its highest level, a complete understanding of customers wants.
By being able to meet these wants, customers are been shown the loyalty and commitment a hotel holds for them. For a hotel enterprise such as the Shangri-la Hotels, increasing their customers return percentage is the ultimate aim(Yan, 2006). Shangri-la Hotels have adopted many unique programs that set them apart from other hotels. With such a positive reputation within the industry, their customer base is strong as they hold a high competitive advantage With holding such a high competitive advantage a reflection to their organizational values are to applaud(Yan, 2006).
Shangri-la hotels have an extensive array of promotional offers and specials in order to attract customer satisfaction. Before they can acquire a customer’s loyalty and build such long-term relationships, offerings that will gain customers attention is the first step they take. Packages to stay with the hotel are expressed such as special festivals, weekend specials, value rates and value vacation. (Batcha, 2007) Shangri-la Hotels and resorts situated within the Hong-Kong district are among the first in the world to be offered free WIFI and wired internet from an international hotel group.
All guests situated in their private rooms, guest rooms, public areas, restaurants and function areas are able to access this complimentary offer as part of staying with the Shangri-la Hotel Group. They see this as a way of lifting an economic stress whilst traveling for the business customers. “Getting connected while on the road is the number one priority of our business travelers, and many of our valued customers view Internet access as absolutely crucial,” says Madhu Rao, managing director and chief executive officer of Shangri-La Hotels and Resorts (U.
S, 2009) Within the Shangri-la Hotel of Tokyo, guests as treated to a more personalized experience of shopping at the Takashimaya store. Due to the partnership of the hotel and general manager, all guests which are situated on the Horizon Club Floor and also leisure guests from overseas, receive a personalized letter of invitation. Guests are offered special attention and benefits while shopping in the store. Benefits included such as, interpreter for assistance.
Any items that are purchased from the store are delivered directly to the guests rooms, avoiding the guests carrying around large heavy bags (Shangri-la Hotel, 2010) Situated in all Shangri-la Hotels is the ‘Golden Circle’. This is known as their recognition program for guests to continually return to stay with the hotel group all over the world. Guests receive priority benefits and a way of the hotel to thank them for their loyalty. These benefits consist of priority check-in, free partner stays with complimentary breakfast, room up grades and more (Shangri-la Hotel, 2010).
This program holds three levels, Classic, Executive and Elite. The more a guests is recorded to have stayed with the hotel the more their benefits and added extras increase (Shangri-la Hotel, 2010). With the extensive benefits that Shangri-la offers, it allows for customers to know that their efforts in loyalty are rewarded by way that are of efficiency to them and usefulness. Batcha, M. R. (2007, January). Shangri-la Hotels marketing analysis. Retrieved August 2010, from Scribd: http://www. scribd. com/doc/3903459.
Shangri-la-Hotel Butod, M. (2009, December 04). Strategic Analysis of Shangri-La. Retrieved August 2010, from TypePad: http://ivythesis. typepad. com/term_paper_topics/2009/12/strategic-analysis-of-shangri-la. html Industry, H. (2007, Feburary 6). Shangri-la opens dedicated spa academy . Retrieved August 2010, from Hotel Marketing: http://www. hotelmarketing. com/index. php/content/article/070206_shangri_la_opens_dedicated_spa_academy/ Mesbah, R. (2010, May 17). Shangri-la Hotel Dubai, to recieve ISO 10002 Certification.
Retrieved August 2010, from AMEO Info: http://www. ameoinfo. com/232795. html Shangri-la Hotel. (2010, january). Retrieved 2010, from Shangri-la Hotel: http://www. shangri-lahotel. com U. S, B. T. (2009, Feburary 9). Shangri-la Guests now wired for free. Business Traveller Newsletter . New York, New York, America. Yan, Z. (2006). Theoretical Analysis and Cultivation Countermeasure customer loyalty in Hotel Enterprise. Canadian Social Science , II (4), 104-107. Identify the organizations’ service vision, strategy and processes.
Shangri-La has always believed in the unique characteristics encapsulated by Asian Hospitality. Our commitment to providing guests with distinctive Asian standards of hospitality and service from caring people remains our major point of differentiation from our peers and the very cornerstone of our reputation as a world-class hotel group “Pride without arrogance” is of particular importance as we want our people to be internally proud of our achievements but outwardly humble. After all, the hallmark of true success is that it does not need to be stated.
In striving to delight customers each and every time they stay with us we aim to exceed expectations through consistently providing quality and value in our products and services. That’s why we look for trendsetters, professionals who are enthused by innovation and driven by achievement (Shangri-la Hotel, 2010) Our Guiding Principles We will ensure leadership drives for results. We will make guest loyalty a key driver of our business. We will enable decision making at the guest contact point.
We will be committed to the financial success of our own unit and of our company. We will create an environment where our colleagues may achieve their personal and career goals. We will demonstrate honesty, care and integrity in all our relationships. We will ensure our policies and processes are guest and colleague friendly. We will remain deeply committed to our social responsibility by making a positive contribution to our communities, environment, colleagues, guests and business partners (Shangri-la Hotel, 2010).