HotelsNew brand aims to curate experiences for multi-generational families and support customers on their parenting journeys.

Shangri-La's new Fam.ily focus

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Fam.ily was designed for a post-pandemic setting where more friends and families are travelling together, with a brand focus towards a co-discovery, multi-generational journey.
Fam.ily was designed for a post-pandemic setting where more friends and families are travelling together, with a brand focus towards a co-discovery, multi-generational journey.

In a nod to its Asian heritage, Shangri-La Group has launched Fam.ily — a new brand focused on delivering co-discovery experiences across generations.

“Family has always been at the heart of the Shangri-La brand culture and treating our guests like family remains a hallmark of the Shangri-La identity,” said Hui Kuok, chairman of Shangri-La Group.

“With the launch of our new Fam.ily brand, and as we continue to introduce thoughtfully-designed family offerings, we hope to deliver the best-loved experiences that will bring families closer together, and create precious and lasting memories for our family guests."

This integrated family-centric experience starts from the Fam.ily logo which comprises two parts: ‘fam’, the shortened word for ‘family’, and ‘ily’, the abbreviation for ‘I Love You’, connected by an infinity symbol.

The pilot programme will roll out 3Q this year at four mainland China properties, creating memories for families while also supporting guests on their parenting journeys.

For instance, Shangri-La Qinhuangdao’s theatrical programme takes little ones back to the Qin Dynasty, learning about communication skills, problem-solving abilities and teamwork, as well as building leadership through role play. The stay also includes a trip to a historical venue for the family.

At Shangri-La Sanya, little guests will learn surfing under the watchful eyes of experienced coaches; while families staying at Pudong Shangri-La Shanghai and Kerry Hotel Pudong Shanghai can head on a city trail, as well as a series of sporting activities like running workouts, swim training and biking skills.

The Fam.ily brand will also incorporate existing programmes, including interactive play space, buds and splash offered by Shangri-La Singapore, or the Group's signature Adventure Zone located across a number of its hotels worldwide.

Also available are themed family suites designed to accommodate bigger, multi-generational bookings.

Apart from physically taking care of the little ones so adults get to recharge, Shangri-La's latest brand will also bring in thought leaders and experts in parenting and child development to share their knowledge on topics such as fostering bonds across generations and achieving work-family balance, with the Fam.ily community.

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