The global hotel chain has introduced a new experience vertical called Fam.ily™.
With the pandemic emphasising how precious family is, the Shangri-La group has decided to take something that was always at the heart of their hospitality operations and give it a special platform. Hui Kuok, Chairman, Shangri-La Group, says, “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 guests.”
Fam.ily—which combines the shortened word for ‘family’ and the abbreviation for ‘I Love You’, is centred around travelling with the extended family, building and creating bonds and memories together. Treating guests like family is what the Asian brand prided themselves on. With the introduction of Fam.ily, Shangri-La promises that multi-generational guests will be welcomed with more amenities and activities than before. So, be it your honeymoon, babymoon, or a vacay with tiny tots or teens and their grandparents, you can be assured that everyone’s needs will be taken care of.
They have created themed family suites that invite little ones on all kinds of adventures – on a safari, a castle, in outer space, underwater, at the beach and more. Each themed suite can be connected to an adjacent Deluxe Family Room to accommodate a multi-generational family for a luxurious stay. The families also enjoy access to a pantry equipped with everything they require for a fun vacation that brings them even closer.
In addition, the chain has curated family-centric experiences, which include curated ‘we-time’ for all ages and stages, enabling of ‘me time’ for caregivers, and learning through play for toddlers and retirees alike. Fam.ily also works with online chat groups and by-invitation experts to support guests on their parenting journeys. They want every member of the family to ‘realise their individual Shangri-La’.