Shangri-La Group clinches three wins at Hong Kong Business Technology Excellence Awards 2025

The group was honoured for leadership in mobile innovation, data-driven personalisation, and family engagement.

Shangri-La Group scored the Mobile - Hospitality & Leisure, Data - Hospitality & Leisure, and Digital - Hospitality & Leisure categories at the prestigious Hong Kong Business Technology Excellence Awards 2025, recognising its Tuesday’s Treasures strategy, Shangri-La Circle’s Members Journey strategy, and Questers Rewards: a family-centric loyalty strategy, respectively.

Driving engagement through innovation

As part of the initiatives of Shangri-La Group’s membership programme, Shangri-La Circle (SLC), Tuesday’s Treasures aims to engage and target members with the right products and offers, and enable real-time learning on business results for further optimisation and overcome the group’s challenges.

Its in-house mobile voucher platform is specially designed to tackle marketing pain points, including relevant engagement, targeted offers, and real-time optimisation. It has launched 29 weeks of continuous test-and-learn to optimise voucher mixes and communications. This excites markets to create anticipation for the next release of vouchers.

Once the momentum is built, the company carefully controls voucher cost via testing and learning on quota, validity, minimum spend, and incentive value. It also provides alternate channels and segments with constant AB testing on content to avoid comms fatigue. Feedback for the strategy implementation is closely monitored and allows for adjustments.

For the success of the campaign, Shangri-La Group earned the Mobile - Hospitality & Leisure category.

Personalisation powering guest connections

Shangri-La Circle’s Members Journey strategy was recognised with the Data - Hospitality & Leisure accolade for demonstrating the group's commitment to using data-driven insights to strengthen guest relationships, enhance personalisation, and foster long-term loyalty.

The strategy was developed to address three key challenges: cultivating new member engagement, encouraging both business and leisure travellers to extend their stays, and improving communication effectiveness through personalised and consistent content.

By focusing on activation, repeat purchase, redemption engagement, reactivation, and milestone recognition, the programme has driven membership renewal whilst also encouraging behavioural shifts such as cross-category purchases and a move from business to leisure travel.

A structured onboarding journey provides members with targeted education, activations, and incentives to stimulate participation and retention. Personalised milestone and celebration journeys, such as birthday rewards and tier upgrades, create deeper emotional connections and enhance loyalty. To re-engage lapsed members, Shangri-La introduced tailored outreach supported by surveys, incentives, and reactivation bonuses.

Additionally, activity-triggered communications powered by real-time data have influenced behaviour, exemplified by campaigns encouraging leisure travel that increased stay duration, spending, and visit frequency.

Redefining family-centric rewards

Recognising that families are a vital yet underserved market segment, Shangri-La Group created Questers Rewards to address the collective needs of parents and children, moving beyond traditional individual-focused loyalty schemes. With families contributing significantly to Shangri-La’s revenue, the programme was designed to engage members through shared experiences, encouraging repeat visits and driving personalised enrolment.

Powered by a mobile app and WeChat Mini Programme, Questers Rewards provides a seamless digital journey for modern families, from earning and tracking rewards to booking and redemption. The use of gamified “Q Stamps” introduces a fun and engaging system, whilst a shared wallet enables families to pool rewards, reinforcing collaboration and inclusivity. Sustained through targeted campaigns and refreshed offerings, the programme ensures ongoing excitement and relevance.

Since launch, Questers Rewards has delivered remarkable results in enrollment, with 90.2% members new to Shangri-La Circle. The initiative generated revenue and drove repeated visits.

Shangri-La Group’s leadership in digital innovation and for redefining hospitality experiences for families won them the Digital - Hospitality & Leisure category.

Hong Kong Business Technology Excellence Awards honours outstanding companies and solutions that have made exceptional contributions in pursuit of technological innovation within Hong Kong’s dynamic tech landscape.

The Hong Kong Business Technology Excellence Awards is presented by Hong Kong Business Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for your company's outstanding contributions in pursuit of technological innovation, please contact Julie Anne Nuñez-Difuntorum at [email protected].