News
Taj Hotels and Shangri-La Hotels form Industry-First Alliance
Two iconic Asian hotel companies join forces to broaden their reach and scale across 200 hotels, 27 countries and 131 destinations
Two of Asia’s most iconic luxury hotel groups, Hong Kong-based Shangri-La Hotels and Resorts and Mumbai-based Taj Hotels Resorts and Palaces, announced today they have formed a ground-breaking strategic alliance to broaden their reach and offer more unique experiences to guests across Asia and the world.
The alliance will officially launch in March 2017 with the introduction of the “Warmer Welcomes” programme, which integrates Taj InnerCircle and Shangri-La’s Golden Circle guest loyalty programmes and will provide members reciprocal and seamless benefits at a scale never seen before under a hospitality alliance. Both Taj and Shangri-La are renowned worldwide for their exceptional service philosophy that is deeply rooted in, and inspired by, the cultures and traditions of the markets they operate in.
Recognition is Just the Beginning
The “Warmer Welcomes” programme will offer Shangri-La and Taj’s combined 6 million loyalty programme members the benefits most important to them:
- Recognition: Members will be able to enjoy the perks of their elite status when they stay at any Shangri-La or Taj hotel with top-tier status matching.
- Earn points across 200 hotels, 27 countries and 131 destinations: Members of either program will now be able to earn award points in their preferred programme while staying with Taj or Shangri-La whether in Mumbai, New Delhi, Dubai, Hong Kong, Singapore, Paris, London, New York and other key destinations in the world.
- Seamless redemptions: Members will be able to convert points to redeem awards between both programmes.
Rakesh Sarna, MD and CEO Taj Hotels Resorts and Palaces said: “This is a strategic step in bringing greater synergies amongst two brands known for their legendary hospitality. Over time, our valued guests and loyalty members had shared their desire for a wider selection of world class hotels in key destinations. This alliance will help drive deeper engagement for our most valuable guests and members as they will now be recognized seamlessly at some of the world’s finest hotels across multiple geographies.”
“As hotel owner-operators who share similar values and service philosophies but have minimal overlap of properties, Taj and Shangri-La are in a unique position to establish a seamless alliance that goes beyond a marketing partnership or multi-hotel distribution platform,” said Shangri-La Acting President Madhu Rao. “Our alliance bridges two iconic Asian brands and opens up a world of new experiences for our loyal guests. We will be able to enhance brand awareness and increase market share by providing Golden Circle and Taj InnerCircle members more value and more reasons to stay with us.”
India and China are currently the fastest-growing major economies of the world. They have the fastest-growing outbound travel markets in terms of number of travellers and have witnessed double-digit year-on-year growth for the past few years.
As part of its “Loyalty Is” fifth anniversary celebration this year, Shangri-La’s Golden Circle has rolled out an array of new member benefits and partnerships, the most recent being Infinite Journeys with Singapore Airlines. In addition, Golden Circle has recently introduced programmes such as Event Planner Rewards and The Table by Golden Circle, Shangri-La’s first global dining loyalty programme.
Taj relaunched InnerCircle in 2015 with augmented features and enhancements, applicable globally across all hotels. The revamped programme has no blackout dates, an easy redemption process with myriad opportunities ranging from accommodation, restaurants and spas, and no expiry of points for active members. Most recently, Taj InnerCircle also redesigned its Epicure programme, renewed with offers that extend globally. It now gives its patrons an all-encompassing experience of Dine, Drink, Stay, Spa and Redeem.
Action
Niyama Private Islands enhances surf lifestyle with stylish new surf venue
Niyama Private Islands Maldives now offers what is considered the most luxurious surf experience in the Maldives, enhanced by the introduction of its new Surf Shack — a stylish beachfront hangout serving gourmet bites, drinks, sunset views and lively parties.
Known as Nature’s Playground, the resort has long attracted surf professionals from around the globe. Located in the southern Maldives, where swells are at their strongest, it is a preferred base during peak surf season. Waves break directly on shore, with additional surf spots accessible within minutes by speedboat.
Niyama’s signature waves roll in at Vodi Point, situated on the westernmost tip of its twin islands. It is here that the resort has unveiled the new Surf Shack, designed to make time off the waves equally appealing. The thatched-roof venue encourages a barefoot, relaxed atmosphere, offering an upper deck for sunset viewing and picnic-style seating below. Reflecting Niyama’s sustainability ethos, Area Chief of Engineering Michael Patrick Slevin notes that 75 per cent of construction materials were repurposed, blending beach casual with environmentally conscious design.
Guests can enjoy gourmet dishes served from service windows, with a menu inspired by iconic surf destinations worldwide: Australian fish and chips, Indonesian satay, Mexican nachos and Japanese takoyaki. The drinks list pays tribute to rum, featuring an extensive collection and signature cocktails inspired by renowned surf breaks.
While the Surf Shack maintains a laidback feel during the day, the beachfront transforms at dusk as the tides shift and the DJ elevates the atmosphere. The resort’s rum and reggae Sundays have already become a celebrated weekly event.
Surfers at Niyama can design their days as they wish — chasing waves or relaxing ashore. The Surf Centre offers equipment and guidance, while Drift by Niyama provides recovery treatments to soothe muscles, repair sun-exposed skin and restore energy. Resident professional surfers remain available to advise on technique and wave conditions.
“The new Surf Shack forms part of the renewed Niyama experience, which includes significant refurbishments across the resort, inventive culinary additions and a greater emphasis on active living and wellness,” said Hafidh Al Busaidy, General Manager of Niyama Private Islands Maldives. “With more developments on the way, we look forward to sharing what comes next.”
Featured
Intimate island experiences shape Valentine’s Day at InterContinental Maldives Maamunagau Resort
This Valentine’s Day, InterContinental Maldives Maamunagau Resort invites couples to celebrate love through a collection of carefully curated experiences designed to unfold in intimate moments across the island.
Framed by the natural beauty of Maamunagau Island, the resort’s Valentine’s programme centres on a series of limited-edition dining and wellness experiences created exclusively for the occasion. From private beachfront dining and moonlit dinners along Café Umi Beach to an elevated Valentine’s evening at the signature Lighthouse venue, romance is conveyed through setting, atmosphere and thoughtful detail rather than elaborate gestures.
Culinary experiences sit at the heart of the celebration, with bespoke Valentine’s menus intended to be savoured slowly, paired with curated wines and accompanied by uninterrupted ocean views. Each dining experience is crafted to feel personal, whether enjoyed beneath the night sky or in one of the island’s more private spaces.
Beyond dining, couples are encouraged to reconnect through shared wellness experiences at AVI Spa. Signature rituals and indulgent treatments offer a quieter expression of romance, giving guests the opportunity to unwind together in a calm, oceanfront environment. Those seeking complete privacy may opt for bespoke in-villa treatments, allowing the occasion to be marked within the comfort of their own surroundings.
Throughout Valentine’s Day, subtle touches across the resort—from crafted cocktails to curated wine moments—enhance the celebration without overwhelming it, reflecting InterContinental Maldives’ belief that genuine luxury is rooted in balance, intention and authenticity.
At InterContinental Maldives Maamunagau Resort, Valentine’s Day is shaped not by excess, but by considered, enduring moments that create shared memories long after the day has passed.
Entertainment
Avani+ Fares Maldives Resort sets stage for first music festival in May 2026
Avani+ Fares Maldives Resort will host Your Paradise Maldives from 11 to 16 May 2026, as the boutique, destination-led Your Paradise music festival makes its Maldives debut with a curated roster of global electronic tastemakers. Marking the resort’s inaugural music festival, the award-winning Avani+ Fares Maldives sets the stage for a lifestyle-led escape that pairs sun-soaked sets with easy-going island living.
Designed around the island’s natural rhythm, Your Paradise – with past editions in Fiji and a strong international following – will unfold across a series of open-air stages and social spaces, shifting from golden-hour sets by the lagoon to pop-up beach parties and after-dark sessions with seamless transitions from day to night.
The phase one line-up features Ayybo, Arielle Free, Coco & Breezy, Double Touch, Jordan Brando & William Kiss, Low Steppa, Melé, Niiko x Swae, Sarah Story, Sasha Spielberg, Tom & Collins and Tori Levett, with further names to be announced. Delivering everything from feel-good house through to deeper club sounds, the festival is a limited-ticket experience with dedicated travel packages available.
Set on the natural island of Fares on the western edge of Baa Atoll’s UNESCO Biosphere Reserve, Avani+ Fares Maldives Resort is ideal for festival crews, solo travellers and couples, with a mix of Beach Pool Villas and Over Water Villas, plus Two and Four-Bedroom Pavilions for groups of up to eight. For those going all in, the resort also offers two 287 sqm Two-Bedroom Overwater Pool Residences and a 368 sqm Three-Bedroom Overwater Pool Residence, each with an oversized terrace, infinity pool and seamless indoor-outdoor dining made for a private after-party. For sundowners with a local twist, the resort’s Ambaa Adventure sees a traditional dhoni cruise the lagoon, delivering handcrafted cocktails and mocktails direct to guests’ overwater pool decks.
Between sets, guests can lean into island life with watersports, diving and snorkelling on the house reef, then reset with sunrise yoga and meditation at AvaniFit and post-party recovery at AvaniSpa. The resort also offers easy access to the atoll’s marine highlights, including Hanifaru Bay, one of the world’s most celebrated manta ray hotspots.
Avani+ Fares has built strong momentum since opening in 2023, named Best Beach Resort 2025 at the TTM Awards, following its Best Dive Resort win in 2024, with General Manager Judd Rabbidge recognised as Resort Manager of the Year 2025 at the Global Hospitality ON Awards.
Rates for Your Paradise Maldives start from USD 2,599 per person, with solo, couple and group packages available. Each package includes five nights at Avani+ Fares Maldives on a half board basis, main stage performances and exclusive parties, as well as group yoga and meditation sessions. For more information and to book, visit www.avanihotels.com/en/fares-maldives, email fares@avanihotels.com or call +960 660 1660.
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