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Shangri-La’s Golden Circle Programme Collaborates with Charities on Donation Scheme

October 24, 2013 Loyalty No Comments Email Email

Golden Circle, Shangri-La Hotels and Resorts’ award-winning guest loyalty programme, has launched a Points Donation initiative that lets Golden Circle (GC) members donate Golden Circle Award Points to support designated charities. 

For every 1,000 GC Award Points given by a member, Golden Circle will donate US$20 to a designated charity on the member’s behalf.

Currently Shangri-La has two charities, Oxfam Hong Kong and MedArt, to which GC members can donate points. Additional philanthropic organisations supported by Shangri-La’s corporate social responsibility programmes will be added to the Points Donation initiative in 2014.

The minimum donation starts at 2,000 GC Award Points and thereafter can be increased by increments of 1,000 GC Awards Points. A maximum of 10,000 GC Points – equivalent to a US$200 cash donation – can be given by a Golden Circle member at any one time. Members may donate GC Award Points to Shangri-La’s preferred charities or CSR projects by visiting the “Redeem Points” section at or calling one of Golden Circle Member Services’ toll-free numbers.

“We’re excited to offer our members another way to redeem GC Awards Points should they wish to do so,” said Ng Wee Kee, vice president of loyalty and partner marketing. “By engaging our members through different and meaningful causes, we hope to align shared interests and resources and help make a real difference.”

As part of Shangri-La’s corporate social responsibility, the group strives to enrich the local communities in which it operates hotels through philanthropic partnerships and actions.  These include the Embrace Education Fund, projects led by Shangri-La hotels to aid children in developing countries with school fees, books and learning materials, as well as basic health necessities.  In addition, the Care for Panda Project in Chengdu sponsors the planting of more than 9,000 Lei bamboo and 90 trees on the 1.6-hectare plantation.  Shangri-La introduced this project last year to ensure food security for the beloved giant pandas in the Dujiangyan Panda Saving and Disease Control Centre.

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