Langham Hospitality Group reveals new loyalty platform

It offers instant benefits, point redemptions and paths to more 'bespoke' experiences

Langham Hospitality Group (LHG) has announced it has launched Brilliant by Langham, its new loyalty and experiences platforrm.

The benefits programme for members will provide preference-led offerings as it's purpose-built to deliver more "rewarding, personalised and captivating" experiences across its 30 hotels under its brand which include The Langham Hotels & Resorts, Cordis Hotels & Resorts, Eaton and Ying’nFlo. Toronto’s Chelsea Hotel is also participating.

Brilliant is free to sign up and has five membership tiers but all members will receive member room rates and discounts at over 100 restaurants.

Members can then earn status and award points for stays and use of amenities as well as receive personalised experiential offerings, based on preferences they express.

Experiences can include everything from private cooking lessons and dinners with celebrity chefs to tours hosted by local guides.

“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 of 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 will become LHG’s sole loyalty programme and will replace the group’s existing loyalty programmes, Langham Supper Club and 1865 Privilege by Langham, both of which will cease to operate from today.

It will go live on February 29. Members from the closing programmes will have an invitation to join Brilliant at higher starting membership tiers.