Langham Hospitality Group (LHG) has launched Brilliant by Langham, a loyalty and experiences platform designed to meet the dynamic and evolving needs of its guests.
Seamlessly converging an exclusive benefits programme with preference-led offerings and an unwavering commitment to service excellence, Brilliant is purpose-built to deliver more rewarding, personalized journeys across 30 participating hotels under LHG’s renowned brands—The Langham Hotels & Resorts, Cordis Hotels & Resorts, Eaton and Ying’nFlo. Toronto, Ont.’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 personalized 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
“Brilliant by Langham empowers us to meet the growing demand for more rewarding, personalized and captivating hospitality encounters, says 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 will go live on February 29 and thereafter serve as LHG’s sole loyalty programme. It replaces the group’s existing loyalty programmes, Langham Supper Club and 1865 Privilege by Langham, both of which will cease to operate on February 28. Members from the closing programmes 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:
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