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Old Jan 1, 1999 | 4:53 pm
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BlondeBomber
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Join Date: May 1998
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I would phone to see if this no longer exists and has been replaced by Airline partner programs only.

Travelasia had this article in January 1998:
Issue of January 9, 1998 (see phone number later)
SHANGRI-LA LAUNCHES GOLDEN CIRCLE

Mr. David Hayden - Challenges ahead
By Yeoh Siew Hoon

Shangri-La Hotels & Resorts will launch its Frequest Guest Loyalty Programme, Golden Circle, on January 1.

Managing director David Hayden said an open enrolment was being conducted with the goal of accummulating "no more than 40,000 to 50,000 members by the end of the first year".

The programme will have three levels - Classic, Executive and Elite. Twenty thousand existing customers who have stayed at Shangri-La or Traders hotels 10 times or more in the past calendar year are currently being enrolled at the executive level.

The programme will be linked with the frequent flyer programmes of United Airlines, Northwest Airlines and Passages. "Depending on their level of membership, they will get premium mileage," said Hayden.

Golden Circle is part of the group's strategy to boost its corporate business base at a time when Hayden acknowledges the economic situation in Asia will pose challenges for the group and will impact the group's bottomline. "How much, we're not sure," he said.

Painting an overall picture of how Shangri-La fared last year, Hayden said, "We're not having problems in the Philippines. Business has not been as affected because of the customer profile which is mainly corporate customers from North America and Europe.

"In Hong Kong, our two hotels are still doing in excess of 70 per cent occupancy. Kowloon has been more affected because of its higher component of leisure travel.

"Bangkok has not been affected in volume terms but in rate terms. Average rate has dropped by 30 per cent effectively. Converting to US dollars in some markets would help.

"In Malaysia, our Kuala Lumpur hotel has not yet been affected, but there are more rooms opening. Penang was badly affected by the haze, so was Kota Kinabalu, although the haze was insignificant there.

"Indonesia held up for us because of the high corporate base and rate quotations in USD."

The good news is, "there will be great opportunities for intra-Asian travel - Singaporeans going to Penang, Kuala Lumpur residents travelling to Kota Kinabalu", said Hayden. "We also hope to participate in the China outbound market."

A phone number (Hong Kong) to enroll in Golden Circle is given on Hong Kong Telecom's website: Call (852) 2197 5600

Shangri-la's corporate HQ in Hong Kong is Phone: (852) 2599-3000

And from Time's website TRAVEL WATCH AUGUST 24, 1998 VOL. 152 NO. 7
Shangri-La Hotels and Resorts recently re-launched its frequent guest program, Golden Circle, which was originally introduced in August 1997. The program is designed to reward the hotel group's loyal customers. The policy is divided into three tiers--classic, executive and elite--that award certain amenities to guests depending on the number of times per year that they stay in a Shangri-La hotel. All levels feature free spouse-stays, complimentary breakfast, free local calls and calling-card access. If you're interested, request an enrollment packet on their website.

And from Dream it News website (no date):

Shangri-La has reworked its frequent guest programme, called Golden Circle. There are now three levels of membership – Classic (for guests who stay at a Shangri-La or Traders hotel up to nine times in a year), Executive (10-24), and Elite (25 or above).

Benefits for Classic are minimal, with free local calls and call-card access being the most valuable. Executive members get 25 per cent additional miles or points if a member of Shangri-La’s partner airlines frequent flyer programmes, and an upgrade to a suite, if available, for US$25 extra.

Elite members get all this plus access to the hotel’s business floor lounge – which means free breakfast and cocktails at least – free upgrade to suite if available, 50 per cent additional miles or points, and 08.00h check-in.

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