Shangri-La enters the Circle

Up and Coming Program of the Year — Hotels, Middle East & Asia Pacific · Shangri-La Circle

Shangri-La Circle wins the 2026 Up and Coming Program award.

And this one feels particularly appropriate.

Shangri-La has been one of Asia’s great luxury hotel names for decades.

The loyalty program has evolved along with it, eventually becoming Shangri-La Circle—a broader proposition encompassing stays, dining and experiences.

Yet Shangri-La doesn’t possess the enormous global footprint of Marriott or Accor.

That’s exactly where this Freddie category becomes useful.

It asks us to look beyond raw voting volume.

What do the people who actually know the program think?

In 2026, they thought rather highly of it.

Luxury loyalty can be tricky.

The best luxury experience is supposed to feel personal.

Loyalty programs, by their nature, are systems.

Shangri-La’s challenge is making the system disappear behind the hospitality.

Freddie voters suggest it’s working.

Welcome to the Circle.

And the Winner’s Circle.

We couldn’t resist.