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 programmes specially designed to enable family guests to realise their Shangri-La, both individually and with one another, as they explore, bond and grow together.
The brand logo of Fam.ily™ by Shangri-La 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 centre of the symbol is a heart-shaped.