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Shangri-La Group Launches Family Brand

Shangri-La Group has announced the launch of Shangri-La’s family experience brand Fam.ily™ that will create best-loved experiences for multi-generational families as well as provide support for customers on their parenting journeys.

This new offering reflects Shangri-La’s Asian heritage and strong family culture, it also reaffirms the brand’s commitment to evolving with customers to fulfill ever-changing demands and delivering on the brand promise of heartfelt hospitality. The Fam.ily™ brand houses a variety of new and existing programmes specially designed to enable family guests to realise their Shangri-La, both individually and with one another, as they explore, bond and grow together.

Fam.ily™ celebrates the unconditional love and support of a family, as well as the deep affection, respect and loyalty that bind loved ones together. The Fam.ily™ brand logo comprises two parts: ‘fam’, the shortened word for ‘family’, and ‘ily’, the abbreviation for ‘I Love You’, connected by an infinity symbol. At the centre of the symbol is a heart-shaped knot, symbolising the love shared by family members and the strong ties that bind them. The logo reflects Shangri-La’s commitment to go beyond service by inviting guests to be part of an integrated family-centric experience.

 Through Fam.ily™, guests can take part in a wide variety of activities that have been specifically designed to encourage learning through play and shared experiences through co-discovery across generations. This summer, pilot Fam.ily™ programmes will be rolled out at four properties across Mainland China. Shangri-La Qinhuangdao’s theatrical programme takes little ones back to the Qin Dynasty, helping them to develop communication skills, problem-solving abilities and teamwork, as well as building leadership through role play. Participants will also have the opportunity to visit a unique historical site with their parents. At Shangri-La Sanya, little guests will have the chance to learn to surf under the expert guidance of experienced coaches. In Pudong Shangri-La Shanghai and Kerry Hotel Pudong Shanghai, families can embark on a vibrant journey of discovery across the city, challenging themselves in a series of sporting activities with professionals.