Langham Hospitality Group (LHG) has launched its loyalty and experiences platform, Brilliant by Langham, which features exclusive benefits with preference-led offerings for its guests.
Brilliant went live on February 29 and will serve as LHG’s sole loyalty programme. It replaces the group’s existing loyalty programmes, Langham Supper Club and 1865 Privilege by Langham, both of which ceased operations on February 28. Members from the closed programmes will have their past loyalty rewarded with an invitation to join Brilliant at higher starting membership tiers.
Brilliant will deliver more rewarding, personalised and captivating journeys across 30 participating hotels under LHG’s renowned brands – The Langham Hotels & Resorts, Cordis Hotels & Resorts, Eaton and Ying’nFlo, as well as Toronto’s Chelsea Hotel.
Signing up for Brilliant is free and all members receive special room rates and discounts at over 100 restaurants. Members also earn status and award points for their stays and use of amenities. The former determines members’ tier levels while the latter can be redeemed for a range of accommodation, dining and soon wellness rewards.
Beyond traditional perks, Brilliant will introduce personalised experiential offerings, from whimsical excursions and cultural immersions to wellness and culinary delights. Such offerings include private cooking lessons and dinners with celebrity chefs, behind-the-scenes dance and musical performance encounters, nature walks with guided mindfulness sessions, off-the-beaten-path tours hosted by local guides, traditional crafting workshops with seasoned artisans, themed tea parties, and more.
LHG CEO Bob van den Oord commented: “By creating a system that enables us to offer guests immediate benefits, learn more about their preferences, compensate them for repeat business and craft bespoke experiential offerings for them, we have significantly enhanced our ability to build great memories.”
This article was originally published by TTG Asia on 5th March 2024. View original.
