Adding value by offering exclusive, but low cost offers

We just got an e-mail from Regus, which we use for business services, with an invitation to join Shangri-La's frequent guest program, Golden Circle.

"As a Regus customer, we are pleased to offer you the keys to Shangri-La’s exclusive frequent guest programme – Golden Circle....Created especially for Shangri-La's most valued guests, Golden Circle is more than just a frequent guest programme..."

What's interesting about this?

While the invitation implies that Regus is offering clients an exclusive membership, and while Golden Circle is in fact created for their most valued guests, it's a program that anyone and everyone can join - for free. But either way, the tactic is smart. Regus offers free, but seemingly exclusive offers, raises its credibility by partnering with Shangri-La, and Shangri-La gets free exposure. Regus clients then join the free program and start staying at Shang hotels where they'll get free Wi-Fi, great service, opportunities for free upgrades, and other member benefits.  It's a win-win-win.

On a side note, we personally find Shangri-La's Golden Circle to be one of the best frequent guest programs out there. Their product is consistent, the benefits are great, they have special offers for members, I've received more free upgrades from them than any other hotel program, and their redemption levels for upgrades and free nights are so low you'll actually be able to use them.

Check Shangri-La Hotels for more information.