Legendary hospitality around the world

❖- The Shangri-La story began in 1971 with first deluxe hotel in Singapore.

❖Inspired by the legendary land featured in James Hilton's 1933 novel

❖81 hotels and resorts throughout Asia Pacific, North America, the Middle
East, and Europe, the Shangri-La group has a room inventory of over 34,000
Parent Company The Kuok Group of Companies

Kuok (Singapore) Limited is the vehicle for

the Kuok Group's investments in
Category Hotels and Resorts Singapore.
Sector Tourism and Hospitality
Through its subsidiaries and associated
Tagline/ Slogan It’s in our nature companies, it is involved in trading of scrap
steel, agricultural commodities, fertilisers
USP Providing guests with distinctive Asian standards of and chemicals
hospitality and services

Segment Leisure Travellers, Business Travellers, Families

Target Group Upper middle and upper class people

Positioning A brand of luxury hotels that serves its guests to the best
of its ability, always staying close to its roots in Asia.

Competitors 1.Marriott International

2. Hilton

3. Wyndham Worldwide
The Shangri-La ‘S’
4. ITC Group (India) 'S' logo, which resembles uniquely Asian
architectural forms, suggests majestic
mountains reflected in the waters of a
tranquil lake.
 Brands
SWOT Analysis
Strength 1. Represents Asian culture -Shangri-La Hotels
2. Asia’s leading luxury hotel group

3. 70+ hotels under 4 brands across the globe

4. The Business hotels are known to be the best in their

category
-Shangri-La Resorts
5. Good reputation and customer loyalty

6. Aspirational brand
Weakness 1.Its fame and brand awareness is restricted to Asia

2. Limited focus on business travellers

Opportunity 1. Other international brands are building mid-market
hotels in this region. Shangri La due to its history in this
region is the most reputed luxury hotel brand. -Traders Hotels
2. Tourism is a growing industry globally, entry into new
markets seems like the next step for them
Threats 1.Asia is shifting to the mid-market segment

2. Increased labour costs

3. Terrorist attacks and natural calamities

Clubs -Kerry Hotels

-Aberdeen Marina Club -Xili Golf and Country Club
Shangri-La Hotels Shangri-La Resorts

A luxurious sanctuary for the discerning traveller Renew, relax & immerse in nature’s splendour
-61 Shangri-La Hotels are five-star luxury hotels located in -11 Shangri-La Resorts offer travellers and families a
premier city addresses across Asia Pacific, North America, relaxing and engaging vacation in some of the world's
the Middle East, and Europe. most exotic destinations.
Traders Hotels Kerry Hotels

Always ready for the smart traveller A new level of possibilities

- Located in the business hubs of Australia, Asia and the - Kerry Hotels is a new five-star brand in the Shangri-La
Middle East family.
- Traders Hotels are the practical choice for both business - It was launched in Shanghai and Beijing in 2011.
and leisure travellers. - 2 Kerry Hotels in China
- 17 Trader hotels
Clubs

The Aberdeen Marina Club is a unique private

community

• Founded in 1984
• Area 51,000 square meters
• Club operates 6 restaurants and 10 banqueting
venues

The exclusive Xili Golf and Country Club is

located in scenic countryside in Nam Shan area
of Shenzhen.
• Founded in 1995
• Managed by Shangri-La International
• 36 holes championship golf course and are par
excellence.
•Designed by award-winning Lynx architects
Nelson, Wright and Haworth
SHANGRI-LA HOTEL SINGAPORE

▪ five-star deluxe hotel

▪ Opened on 23 April 1971,
▪ the hotel is the flagship and the first hotel of
Shangri-La Hotels and Resorts.
▪ 747 guestrooms
▪ 35suites
-Tower Wing was opened in 1971
-Garden Wing was opened in 1978
-Valley Wing was opened in 1985
▪ 127 serviced apartments and 55 luxurious
condominium units.
▪ 15 acres of landscaped gardens
▪ It has also won numerous awards, including
TripAdvisor's Travellers' Choice 2012: Top 25
Hotels in Singapore.
SHANGRI-LA HOTEL SINGAPORE

Architect :
Tower Wing: Seah, Lee & Heah Architects in
conjunction with Kanko Kikaku Sekkeisha
Garden Wing: Wimberly, Whisenand, Allison, Tong &
Goo Architects in partnership with Archiplan Team
Valley Wing: Chao Tse Ann & Partners

Interior Designer :
Tower Wing: Leese Robertson Freeman Designers Ltd
Valley Wing: Leese Robertson Freeman Designers Ltd
with Charles Robertson as the Principal Designer

Landscape Designer / Architect :

Belt, Collins & Associates