Shangri-La Invites Guests into Golden Circle

Shangri-La Hotels and Resorts wants to reward customer loyalty and you don't have to stay with them to rack up points.

A new expanded membership program, entitled "Golden Circle," is available to all and offers two really cool features. One, a stay is not required. Rewards can be earned through dining and spa experiences as well as visits. Two, program participants can share rewards with family members.

The brand should be applauded for both allowances. While one recognizes the value of all customers and not just guests, the other is an extremely smart way to win over a whole new segment of potential clientele.