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fest ,” Deming says .
THE RESULT The hotel hit its deadline , and “ people love it ,” says Deming , who adds that many had trouble envisioning the result until they saw it . Perhaps the most astounded was the couple who appeared in the mural ’ s central photo , snapped on their wedding day in the city ’ s theater district . The photo , which won a contest , had been submitted on a lark .
WHAT THEY WOULD DO DIFFERENTLY Launch the social media campaign before the general press release . “ You want to have the conversation with people in the space in which you ’ re collecting ( the photos ),” Deming says . “ Have the website and social media and hashtag aligned first .” Adds Teri Agosta , the hotel ’ s general manager : “ We needed to simplify the whole process for people who wanted to post .”
CONCLUSION The Instagram installment is known outside the hotel – visitors to the hotel bar on the 32nd floor inquire about it , and participants in the art tours offered by the hotel gasp audibly when they see it , Agosta says . “ We ’ re a revitalized city ,” Deming says . “ Cleveland is now on the map .” And visitors have 2,800 ways to remember it .
By BARBARA BOHN , MANAGING EDITOR
DURING A YEAR OF SEVERAL HIGH-PROFILE HOTEL COMPANY MARRIAGES , some regional players have decided they would rather just hold hands . In November , Hong Kong ’ s Shangri-La Hotels & Resorts and Mumbai ’ s Taj Hotels Resorts & Palaces announced a partnership that would combine – sort of – Taj ’ s InnerCircle loyalty program with Shangri-La ’ s Golden Circle , providing reciprocal benefits .
“ Taj and ourselves are owner-operated companies , with the same customer service and minimum overlap ,” says Wee Kee Ng , vice president of loyalty and partner marketing at Shangri-La . The bulk of Shangri-La properties are in Asia and the Middle East , with only two in India . Most Taj hotels are in India and the Middle East , with none in China . Both have established loyalty programs : Shangri-La has about 5 million members , 40 % of whom live in China ; Taj has about 1 million members , most of whom live in India . Both are fast-growing travel markets . A goal of 100,000 joint members in the first year of the program has been set .
Industry consolidation prompted the move , Ng says . “ It became clear to us that we need to be more places where the customer wants to go .” The combined program , which launches in late March , focuses on status matches and the opportunity to earn and convert points at each company ’ s brands . But the companies are not sharing membership data due to privacy concerns , and they aren ’ t sharing a platform , instead creating a microsite called WarmerWelcomes . com to provide information . Members of one loyalty program must sign up for the other program , then link their two accounts on the website .
“ At Shangri-La , I ’ ll only see members who earn Golden Circle points ,” Ng explains , adding that more cooperation is planned between the companies . Phase two includes promotion , cross-selling properties and deeper integration in the sales offices .
“ This is the first time this ( type of alliance ) has happened , but it probably won ’ t be the last ,” says David Keen , founder and CEO of hotel and travel branding agency Quo .
The Taj-Shangri La combination is a bit “ oil and water ,” says Keen – each company has a strong identity , is family run and idiosyncratic . “ Whoever thought up the idea of the two brands coming together certainly has a lot of creativity .”
“ It could be an all-win situation for both sides ,” Keen adds .
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