Langham Hospitality Group (LHG) unveiled its new loyalty and experience platform, Brilliant by Langham, designed to meet the dynamic and evolving needs of its guests.
Seamlessly converging an exclusive benefits program with preference-led offerings and an unwavering commitment to service excellence, ‘Brilliant’ is purpose-built to 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. 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. The former
determines members’ tier levels while the latter can be redeemed for an expansive range of accommodation, dining and soon wellness rewards.
Beyond traditional perks, Brilliant additionally allows for the introduction of personalised experiential offerings, from whimsical excursions and cultural immersions to unforgettable wellness and culinary delights. Examples* of 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 in picturesque locations
*Actual offerings will be based on preferences expressed by Brilliant members.
“Brilliant by Langham empowers us to meet the growing demand for more rewarding, personalised and captivating hospitality encounters,” said Bob van den Oord, Chief Executive Officer, LHG.
“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 went live on 29 February and now serves as LHG’s sole loyalty programme. It replaces the group’s existing loyalty programs Langham Supper Club and 1865 Privilege by Langham, both of which ceased to operate on 28 February. Members from the closing programs will have their past
loyalty rewarded with an invitation to join Brilliant at higher starting membership tiers.
The membership tiers and benefit details for Brilliant are as follows:
More on Brilliant at: BrilliantByLangham.com.
