Shangri-La Tone of Voice — Asian & Gracious

Tagline: "To embrace the diverse cultures"

Industry: Luxury Hospitality

Sector: Travel & Hospitality

How Shangri-La Communicates

Shangri-La ties luxury hotels to warm Asian hospitality. "To embrace the diverse cultures" frames the brand around gracious service rooted in Asian traditions of care and welcome — Asian, gracious, refined. The voice is asian-hospitality and warm, selling a stay wrapped in the heartfelt, culturally rich warmth that gives the group its legendary reputation.

Tone Words

Shangri-La's brand voice is defined by the following tone words: Asian, Gracious, Legendary.

Communication Style

Language Style: Asian-hospitality
Sentence Type: Statement
Tense: Present
Expression: Imaginative

Shangri-La Brand Story

Shangri-La Hotels and Resorts is Asia's leading luxury hotel group offering legendary hospitality.

Brand Message

Celebrating Asian hospitality with warmth and grace

Brand Mission

To delight guests with Asian hospitality

Brand Positioning

Core Concept: Asian Hospitality

Central Tension: Heritage vs. Global

About Shangri-La

Shangri-La Hotels and Resorts (Chinese: 香格里拉酒店) is a multinational hospitality company, founded in 1971 by tycoon Robert Kuok and bearing the name of Shangri-La, a Far Eastern mythical land of contentment depicted in the 1933 novel Lost Horizon. It is a subsidiary of Kerry Properties, the company has over 100 luxury hotels and resorts with over 40,000 rooms in Africa, Asia, Europe, the Middle East, North America and Oceania. Shangri-La has 4 brands across different market segments: Shangri-La, Traders Hotels, Kerry Hotels, and Hotel Jen. The company's head office is in Kerry Centre (嘉里中心), Quarry Bay, Hong Kong. The current chairman is Kuok Hui-kwong.

Frequently Asked Questions About Shangri-La

What is Shangri-La's tone of voice?

Shangri-La uses a asian, gracious, legendary tone of voice. Their communication is asian-hospitality, typically using statement-style sentences in the present tense. Their tagline "To embrace the diverse cultures" exemplifies this voice.

How does Shangri-La communicate with customers?

Shangri-La Hotels and Resorts is Asia's leading luxury hotel group offering legendary hospitality.

What is Shangri-La's brand message?

Shangri-La's core message: Celebrating Asian hospitality with warmth and grace Their mission: To delight guests with Asian hospitality

What is Shangri-La's slogan?

Shangri-La's slogan is "To embrace the diverse cultures". It carries their asian, gracious, legendary voice.

What is Shangri-La's mission?

Shangri-La's mission: To delight guests with Asian hospitality

What makes Shangri-La's brand voice unique?

Shangri-La stands out through their asian, gracious, legendary communication style. Their central brand tension, "Heritage vs. Global", shapes how they communicate across the Travel & Hospitality sector.

What language style does Shangri-La use?

Shangri-La uses asian-hospitality language, with imaginative messaging, in statement-style sentences, using the present tense.