Langham Hospitality Group launches loyalty programme

Langham Hospitality Group launches loyalty programme

Programme will offer exclusive benefits such as special rates and restaurant discounts

Langham Hospitality Group (LHG) has launched Brilliant by Langham, a loyalty and experiences platform designed to attract repeat business by meeting the evolving needs of guests.

Brilliant spans 30 participating hotels under LHG’s renowned brands, including The Langham Hotels & Resorts, Cordis Hotels & Resorts, Eaton and Ying’nFlo. Toronto’s Chelsea Hotel is also participating.

The Langham London

Signing up for Brilliant is free and all members receive special room rates and discounts at more than 100 restaurants. 

Members also earn status and award points that can be redeemed on accommodation and dining now, and – in future – on wellness rewards, too.

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Brilliant also offers members excursions and experiences such as:

  • 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 in picturesque locations

LHG chief executive officer Bob van den Oord said: “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.”

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Brilliant is now live and replaces the group’s existing loyalty programmes, Langham Supper Club and 1865 Privilege by Langham, both of which have ceased to operate. 

Members from the closed programmes will have their past loyalty rewarded with an invitation to join Brilliant at higher starting membership tiers.

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