Shangri-La Hotels and Resorts launches The Table by Golden Circle. The food and beverage loyalty programme offers benefits to Golden Circle members dining at any of the more than 500 restaurants and bars at Shangri-La properties with no stay needed. The programme was created after extensive research polling Golden Circle members, hotel guests and community residents. “Our consumer research reaffirmed that the emotion attached to a dining experience is far more appealing than the functional benefit of discounts and points. Loyalty programmes must adapt to this trend and become increasingly more experiential. Through The Table’s unmatched rewards, we are giving guests greater access to culinary experiences worth savouring. And the more they dine with us, the better these experiences get,” said Steven Taylor, chief marketing officer, Shangri-La. The Table is integrated into the Golden Circle programme and offers special events, offers and access to unique culinary experiences. In addition to earning points by dining and drinking without a hotel stay, members can earn and redeem points instantly. Jade- and diamond-level Golden Circle members receive bonuses and discounted dining redemptions. With The Table’s launch, Shangri-La introduces a mobile platform for the programme. Members search restaurants and bars according to five moods — intimate, upbeat, adventurous, chill or elegant — experience and offers. The platform additionally includes stories and videos focusing on the brand’s culinary offerings. “Incredible dining and drink experiences at our hotels play a large part in creating memorable moments for guests. By elevating Golden Circle benefits and introducing moments of surprises via one platform, The Table brings instant guest recognition and rewards to life,” said Wee Kee Ng, vice president for partner and loyalty marketing, Shangri-La.