Langham Hospitality Group launches experiential loyalty program

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Worldwide: Operator Langham Hospitality Group (LHG) has launched Brilliant by Langham, an experiential loyalty platform.

The purpose-built platform will deliver members personalised rewards and experiences across 30 participating hotels under LHG’s brands: The Langham Hotels & Resorts, Cordis Hotels & Resorts, Eaton and Ying’nFlo. Toronto’s Chelsea Hotel is also participating.

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. 

Additionally, Brilliant will offer personalised experiences based on the preferences of individual members. Examples include:

• Private cooking lessons and dinners with celebrity chefs

• Behind-the-scenes dance and musical performance experiences

• Nature walks with guided mindfulness sessions

• Tours hosted by local guides

• Crafting workshops lead by artisans

• Themed tea parties 

“Brilliant by Langham empowers us to meet the growing demand for more rewarding, personalised and captivating hospitality encounters,” said LHG chief executive officer Bob van den Oord. “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.” 

Brilliant has launched today, 29 February and will now serve as LHG’s sole loyalty program. It replaces the group’s existing loyalty schemes – Langham Supper Club and 1865 Privilege by Langham – both of which have ceased to operate. 

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