Hong Kong – Following the company’s recent logo revamp to mark its 50th anniversary, Shangri-La Group has recently announced a new family experience brand called ‘Fam.ily™’ which aims to create best-loved experiences for multi-generational families as well as provide support for customers on their parenting journeys.

The recent brand launch speaks to the group’s strong Asian heritage and strong family culture, as well as reaffirming the brand’s commitment to evolving with customers to fulfil 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 realise their Shangri-La franchises, both individually and with one another, as they explore, bond and grow together.

In regards to the brand’s logo, it comprises two parts: ‘fam’, the shortened word for ‘family’, and ‘ily’, the abbreviation for ‘I Love You’, connected by an infinity symbol. At the centre 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.

According to Hui Kuok, chairman of the Shangri-La Group, the recent brand launch reflects the company’s perception of the family being the heart of the Shangri-La brand culture and treating their guests like family remains a hallmark of the Shangri-La identity.

“With the launch of our new Fam.ily™ brand, and as we continue to introduce thoughtfully-designed family offerings, we hope to deliver the best-loved experiences that will bring families closer together, and create precious and lasting memories for our family guests,” Kuok stated.

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™ programmes will be rolled out at four properties across Mainland China.

In addition, Fam.ily™ will offer a unique mix of active and creative family experiences, including staying in themed family suites that have been thoughtfully designed to accommodate multigenerational groups, as well as activities for children who can take a memorable adventure to a jungle, castle, outer space or underwater wonderland from the comfort of their rooms.

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 work-family balance.