Shangri-La Group has launched Fam.ilyTM, a family experience brand that will offer best-loved experiences for multi-generational families and provide assistance for clients on their parenting journeys.
Shangri-Asian La’s history and strong family culture are reflected in this new offering, which also underscores the brand’s commitment to developing with customers to meet ever-changing expectations and delivering on the brand promise of sincere hospitality.
The Fam.ilyTM brand encompasses a number of new and existing programs aimed at helping family visitors realize their Shangri-La, both individually and collectively, as they explore, bond, and grow together.
Fam.ilyTM honors a family’s unwavering love and support, as well as the deep affection, respect, and devotion that binds them together. The Fam.ilyTM brand logo is made up of two parts: ‘fam,’ which is a shortened word for ‘family,’ and ‘ily,’ which is an acronym for ‘I Love You,’ which are united by an infinity symbol.
A heart-shaped knot is at the center of the sign, symbolizing the love shared by family members and the strong ties that unite them. Shangri-mission La’s to go beyond service is reflected in the logo, which invites guests to participate in an integrated family-centric experience.
“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,” she added.
Guests can participate in a variety of activities designed expressly to stimulate learning via play and shared experiences through co-discovery across generations through Fam.ilyTM. Pilot Fam.ilyTM programs will be implemented at four sites across Mainland China this summer.
Little visitors at Shangri-La Sanya will have the opportunity to learn to surf under the skilled instruction of skilled teachers. Families may go on a colorful adventure of discovery across the city at the Pudong Shangri-La Shanghai and Kerry Hotel Pudong Shanghai, challenging themselves in a number of sporting activities with specialists. To make the most of their limited time together, they can participate in running exercises, swim training, and biking skills.
Fam.ilyTM will provide a one-of-a-kind blend of active and creative family activities. While the little ones have fun in an immersive world of adventure at Shangri-La Singapore’s buds® and splash, or build strength and confidence with high-adrenaline activities at Adventure Zone, which is located across a number of the Group’s hotels, Shangri-experienced La’s staff give parents the peace of mind to relax and recharge with a variety of hotel services.
Families can stay in themed family suites that have been meticulously created to accommodate groups of all ages. While the adults relax in their next room, the kids can embark on a wonderful trip to a jungle, castle, outer space, or underwater fantasy.
Fam.ilyTM aspires to enable learning and communication among parents by creating a supportive community where they can interact and exchange experiences with one another through numerous channels, including as online chat groups and family events, to assist customers in their parenting journeys.
Shangri-own La’s insights and expertise are also harnessed through Fam.ilyTM, which engages thought leaders and specialists in parenting and development to share their knowledge with the Fam.ilyTM community. These professionals will present strategies for strengthening intergenerational ties and achieving work-life balance.
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