Shangri-La Hotels and Resorts has appointed DigitasLBi to lead a global team of agencies from Publicis Groupe to run all creative, digital and media accounts.

Alongside marketing and tech agency DigitasLBi, BBH and Zenith will comprise the integrated team, with support from those agencies in areas such as brand strategy, creative strategy and execution, CRM, media planning and buying across Shangri-La, Hotel Jen, Kerry Hotels and Golden Circle brands.

The move to a digital-focused agency team is aligned with the chain’s new data-led approach. Prior to this, Shangri-La worked with multiple agencies and ended its relationship with Ogilvy earlier in 2016.

“The way consumers connect and engage with brands has and continues to evolve at a rapid pace,” said Shangri-La International Hotel Management chief marketing officer Steven Taylor.

“Consumers are in a constant state of evaluation and use multiple channels and devices to research and purchase travel.”

Taylor also commented that over half of travel sales this year will involve more than one device, with consumers spending more time and visiting more sites when researching travel online, requiring brands to consider the entire customer journey.

“Today’s customers decide what luxury means to them and expect brands to recognize their individual preferences and behaviours, which is why we’re excited to partner with Shangri-La to develop a data-driven approach we hope will help them to lead and innovate in a highly competitive environment,” said DigitasLBi global  client service director Laurent Ezekiel.

Shangri-La is currently redesigning its branded digital presence to deliver a “responsive, authentic and personalised guest experience” having invested in a new CRM platform last year.