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

According to LHG Chief Executive Officer, Bob van den Oord said 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, 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,” he said.

Bob van den Oord explained that 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.

“Brilliant by Langham empowers us to meet the growing demand for more rewarding, personalized 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,” he remarked.

Brilliant will go live on 29th February and thereafter serve as LHG’s sole loyalty program. It replaces the group’s existing loyalty programs, Langham Supper Club and 1865 Privilege by Langham, both of which will cease to operate on 28th February. Members from the closing programs will have them past loyalty rewarded with an invitation to join Brilliant at higher starting membership tiers. [sources/photo special]