Shangri-La launches new brand campaign

CEBU, Philippines - Shangri-La’s Mactan Resort and Spa joined 66 other hotels and resorts under the Shangri-La Hotels and Resorts chain to launch the group’s new brand campaign entitled “Its Our Nature.”

Shangri-La’s Mactan general manager Joachim Schutte led the introduction of this global branding campaign to the Cebuano market which re-enforces the hotel and resort chain’s commitment to make its well-known world-class service as its top priority.

With the tough competition among players of the hospitality industry around the world, Schutte said the chain has to focus on ‘romancing” with its clients and people, giving the best quality of service.

Inspired by conversations with thousands of employees, partners, and guests, the campaign focuses on the essence of the Shangri-La culture “embracing people from the heart and treating them like family.”

“What is truly distinctive about the kind of Asian hospitality that Shangri-La offers is our colleagues’ genuine care and respect for our guests and each other. For us, this is more important than talking about palatial buildings or beautiful locations, which is why we choose this dramatically different and powerful style of campaign. It conveys the value of genuine kindness, something that is very relevant in today’s society, “ said Greg Drogan, president and chief executive officer (CEO) of Shangri-La Hotels and Resorts.

The new campaign is now trying to convey the universal truth “There’s no greater act of hospitality than to embrace a stranger as one’s own,” into action.

This core belief is expressed daily by Shangri-La’s 33,000 employees worldwide and will be shared with colleagues in over 40 new locations in China and key cities around the globe in the next five years.

Hong Kong-based Shangri-La Hotels and Resorts currently owns and manages 66 hotels under the Shangri-La and Traders brands with rooms inventory of over 30,000, across over a hundred locations worldwide.