Tuesday, April 16, 2024

Langham Hospitality Group launches ‘loyalty’ benefits platform

Langham Hospitality Group (LHG) has announced the launch of Brilliant by Langham, a loyalty and experiences platform designed to meet the dynamic and evolving needs of its guests.

Converging an exclusive benefits program with preference-led offerings and an unwavering commitment to service excellence, Brilliant is purpose-built to deliver more rewarding, personalized 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, personalized and captivating hospitality encounters, LHG chief executive officer Bob van den Oord said.

“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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