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 programs specially designed to enable family guests to realize their personal 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 center of the symbol is a heart-shaped knot, symbolizing 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 programs will be rolled out at Shangri-La properties across China.

Fam.ily will offer a unique mix of active and creative family experiences. While the smallest family members enjoy themselves in an immersive world of adventure, Shangri-La’s experienced staff members give parents the peace of mind to enjoy a wide range of hotel services to refresh and recharge before reuniting with their family. Families can stay in themed family suites that have been thoughtfully designed to accommodate multi-generational groups.

To support customers in their parenting journeys, Fam.ily strives to facilitate learning and communication among parents by building a supportive community where they can connect and exchange experiences with one another through multiple channels, such as online chat groups and family events. Fam.ily also harnesses Shangri-La’s own insights and expertise by engaging thought leaders and experts in parenting and child development to share their knowledge with the Fam.ily community. These experts will share ideas and tips for fostering bonds across generations and achieving a work-family balance.

The launch of Fam.ily is being celebrated with a UGC campaign on Weibo and Red that will showcase the special bonds among families. Using the hashtag #香亲香爱我爱我家 for a chance to win a prize, each family is invited to post a short video capturing an authentic reaction from their family when hearing “I love you.”(SD News)