Shangri-La Hotels and Resorts figured prominently in the recent 20
th annual Freddie Awards, which recognise the best frequent travel programmes throughout the world.
With its Golden Circle guest recognition programme, Shangri-La is the only Asia-based hotel group to place amongst the top 10 rankings in relevant categories.
In total, Golden Circle ranked in the top 10 in the Japan / Pacific / Asia / Australia or Europe / Middle East / Africa regions for:
- Program of the Year
- Best Customer Service
- Best Member Communications
- Best Website
- Best Elite-Level Program
- Best Award Redemption
- Best Award and
- Best Bonus Promotion
Commenting on Golden Circle's top three placement for "Best Customer Service" in the Europe, Middle East and Africa region, InsideFlyer Publisher Randy Petersen said he was "quite impressed to see the improved placement of Shangri-La outside of their perennial powerful presence in the Asian market."
Regarding Shangri-La's first ever appearance in the "Best Award" category for the EMEA region, it shows "that the gem of Asia is becoming known elsewhere."
The Freddie Awards, voted upon by members of frequent traveller programmes, are produced by InsiderFlyer magazine and considered the most prestigious consumer-generated awards in the industry. This year, more than 625,000 member votes were cast.
The Golden Circle programme has more than one million current members, accounting for more than 50 percent of Shangri-La's high value market segment business.
The programme is customised to each member and rewards the most loyal guests with a generous array of benefits and exclusive services. Elsewhere, customers may be loyal to their points, whereas Shangri-La's frequent guests return because they are loyal to the Shangri-La service experience.
