Langham Hospitality Group has introduced a new loyalty programme for guests staying at properties within its portfolio.
Brilliant by Langham will go live on 29 February with its very own website and app. This will serve as the group’s sole loyalty programme, replacing the existing Langham Supper Club and 1865 Privilege by Langham.
The programme will incorporate 30 participating hotels across the hotel group’s four brands – The Langham Hotels & Resorts, Cordis Hotels & Resorts, Eaton and Ying’nFlo – plus Toronto’s Chelsea Hotel.
The programme is free to join, with all members receiving special room rates, discounts at over 100 restaurants, and the ability to earn status and award points for stays and their use of amenities.
Members of the former two loyalty programmes will also see their loyalty rewarded with an invitation to join Brilliant at higher starting membership tiers.
The programme has five tiers named after precious stones, that become rarer and more valuable as you ascend. Members start with Onyx and can proceed to Topaz with 12,000 status points, Diamond at 108,000 points, Sapphire at 360,000 status points and finally Ruby once they reach 720,000 points.
The programme works on a spend model, with US$5 equivalent to 150 Brilliant Points. The more that guests spend on stays and restaurants, the more status points they will accumulate.
Status will determine members’ tier levels, while award points can be redeemed for a range of accommodation and dining rewards (with no black-out dates) – with wellness rewards also set to join the programme.
See the benefits listed in the image below:
Members will receive a digital membership card and QR code, which they can show at the hotels, restaurants and bars within the group portfolio to earn points.
The app will enable members to track rewards progress and explore exclusive offers and experiences, as well as manage bookings, view upcoming stays and communicate with the concierge team.
The hotel group says that the programme differs from its competitors “by conferring immediate benefits for all members globally”. For instance, those at the entry-level Onyx tier will receive special room rates and discounts at bars and restaurants.
The hotel group also describes the programme as an “experience platform”, though there are no personalised offerings at the time of the launch.
Since it is early days for the loyalty programme, the hotel group explains that these experiences will grow over time. “As our membership base and understanding grows, we’ll also be leveraging the information to introduce new experiential offerings, from whimsical excursions and cultural immersions to unforgettable wellness and culinary delights,” it adds.
The hotel group, however, did add that experiences will be built around four pillars: gastronomy, discovery, wellness and culture. Members will be invited to share their interests and preferences following the launch of the programme, and Langham will then create experiences based on that feedback.
Examples of possible experiences in the future include private cooking lessons and dinners with celebrity chefs, nature walks with guided mindfulness sessions, traditional crafting workshops with artisans, and themed tea parties in picturesque locations – among other activities.
The website also includes a couple of partnerships at the time of the launch. These include:
- Ten per cent off Plaza Premium Lounge Global Pass from now until 30 June 2024
- Exclusive DFS CIRCLE Member Privileges (at participating DFS Hong Kong and Macau stores) from 15 March, 2024 to 28 February, 2025 for Brilliant Diamond and above tier members
The group’s chief executive officer, Bob van den Oord, commented:
“Brilliant by Langham empowers us to meet the growing demand for more rewarding, personalised and captivating hospitality encounters.
“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.”
