Two iconic Asian hotel companies and luxury hotel groups, Hong Kong-based Shangri-La Hotels and Resorts, and Mumbai-based Taj Hotels Resorts and Palaces, have announced they will join forces to broaden their reach and offer more unique experiences to guests across Asia and the world.

Officially launching in March 2017, the alliance introduces ‘Warmer Welcomes’ programme, an integration of Taj InnerCircle and Shangri-La’s Golden Circle guest loyalty programmes. This means members will receive reciprocal and seamless benefits at a scale never seen before under a hospitality alliance.

The ‘Warmer Welcomes’ programme will offer Shangri-La and Taj’s combined six million loyalty programme members the benefits most important to them, including the perks of their elite status when they stay at any Shangri-La or Taj hotel with top-tier status matching.

The ability to earn points will also increase to 200 hotels across 27 countries and 131 destinations. Members will be able to convert points to redeem awards between both programmes.

Taj Hotels Resorts and Palaces MD and CEO, Rakesh Sarna, said the move was 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 recognized seamlessly at some of the world’s finest hotels across multiple geographies,” he added.

Shangri-La Acting President, Madhu Rao, commented that the 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.”

For more information visit Taj Hotels.