Emily Tan
Dec 15, 2014

Shangri-La hires new global CMO from Starwood

HONG KONG - Shangri-La Hotels and Resorts has appointed Steven Taylor, previously Starwood Hotels & Resorts' VP of Marketing for Europe, Africa and the Middle East, as its chief marketing officer.

Steven Taylor
Steven Taylor

Taylor will start work on January 5 and will report to Shangri-La president and CEO Greg Dogan. He is in the process of relocating from Belgium to Hong Kong, where he will be based. 

He replaces Kent Zhu, a Shangri-La veteran of 20 years, who has left the hospitality group for a "long break", according to his LinkedIn profile

In his role as CMO, Taylor will oversee all functions across Shangri-La’s Sales and Marketing Division, including revenue management, sales, digital marketing, brand communications, loyalty and partner marketing, customer insights and relationship management, reservations and distribution and corporate communications.

Taylor brings with him more than 16 years experience at Starwood where, in his most recent role, he was responsible for 260 hotels under nine brands including St. Regis, W and Westin. He holds an executive MBA from the Swiss School of Hospitality and Tourism.

According to Dogan, one of the reasons Taylor was chosen for the role is his "keen understanding of how to communicate with and engage 'Generation C' [Generation connected]". "“With his strategic vision and depth of experience, Steven will be an asset to Shangri-La as we extend ‘hospitality from the heart’ for which Shangri-La is renowned, and engage consumers across all digital touch-points," Dogan added. 

Connecting with the younger traveller is very much at the top of Shangri-La's marketing strategy. The hospitality group recently worked with Fluid to rebrand its Traders Hotel chain to 'Hotel Jen' in an effort to "appeal to the millennial mindset". 

Shangri-La Hotels & Resorts is currently working with Ogilvy & Mather Hong Kong as its creative agency of record, but has been running an ongoing global creative review since September. The agency has held the account since 2009 when it won it from TBWA. 

The brand's media agency is Havas Media. 

 

Related Articles

Just Published

5 hours ago

Creative Minds: Ariel Chen takes the 'road of no ...

We get to know the group creative director at BBDO Shanghai through her answers to 11 questions. Learn about how she got into advertising, why she ascribes to the 'Underachiever's Manifesto', and the secret talent that helps her stay happy.

5 hours ago

LG Signature takes inspiration from Sydney Dance ...

INSPIRATION STATION: Who wouldn't be awed by these amazing photos of dancers in action? LG's new pact not only supports the company but gives select customers the chance to learn from the best.

7 hours ago

Spikes Asia announces 2022 jury presidents

Fourteen industry leaders from across APAC, evenly split male-female, will help set the region’s benchmark in creative excellence and effectiveness.

7 hours ago

Campaign Creation Stories: How Pocari Sweat and ...

Otsuka Pharmaceuticals and Dentsu wanted to revitalise Pocari Sweat's brand message for young people in a post-pandemic world. See the astonishing, dreamlike film they came up with and hear the inside story of its creation directly from the brand and agency.