Enjoying a family holiday at Shangri-La Yanuca Islands, Fiji.
Shangri-La hotel group has unveiled a new logo to mark its golden anniversary.
Launched in 1971, the group's luxurious five-star properties, slick but friendly service and great kids clubs mean these days it is synonymous throughout the region with fun, family holidays.
The group was founded by Malaysian tycoon Robert Kuok and unveiled its first property in Singapore. In 2010 it entered the European market with Shangri-La Hotel Paris. Fifty years later, it now boasts more than 100 luxury hotels and resorts throughout Africa, Asia, Europe, the Middle East, North America and Australia, managed from headquarters in Hong Kong.
The moniker Shangri-La was inspired by the mythical paradise of Shangri-La described in the 1933 novel Lost Horizon by James Hilton.
The refreshed Shangri-La Hotels and Resorts logo reflects the brand’s evolution while remaining true to its roots of delivering warm, Asian hospitality.
The hotel group's new logo.
The signature ‘S’ has been retained and takes on a gold hue to reflect the warm glow of sunrise. The new typeface is inspired by Asian calligraphy as a nod to the brand’s heritage.
“Since our founding, Shangri-La has been known for our genuine and heartfelt care shown to guests and colleagues, hallmarks of our Asian heritage that make us unique and special to this day,” said Hui Kuok, chairman of Shangri-La Group. “We operate in some of the most dynamic parts of the world where customer expectations are continuously evolving. Our brand evolution is our way of looking forward to the future and delivering on our promise of heartfelt hospitality in every moment.”
Since its launch fifty years ago, Shangri-La Singapore has undergone revitalisation - in 2017 the Tower Wing was relaunched and in 2018 family concept Buds by Shangri-La was unveiled.
Meanwhile in Hong Kong, Island Shangri-La is undergoing a renovation starting with its The Horizon floors.
And Shangri-La Hangzhou, the first Shangri-La property in mainland China, is also undergoing a substantial renovation project.
“The ongoing brand evolution strengthens Shangri-La’s commitment to guests, colleagues and partners,” said Lim Beng Chee, chief executive officer of Shangri-La Group.
Here’s to the next fifty years.