Love luxury hotels with great loyalty programs? Then listen up: Langham Hospitality Group is launching an entirely new loyalty program to replace Langham Supper Club and 1865 Privilege by Langham — and we’ve got all the details.
The new program, called Brilliant by Langham, “offers instant benefits, point redemptions and [a] path to more bespoke and engaging encounters,” according to a statement shared from the Hong-Kong based hotel group made up of Langham Hotels & Resorts, Cordis Hotels & Resorts, Eaton and Ying’nFlo.
“The launch of Brilliant by Langham addresses the evolving needs of our guests for more rewards, personalization and experiential offerings,” Langham CEO Bob van den Oord told TPG, adding that the program is purpose-built and preference-led by design.
“Brilliant stands out with its focus on encouraging members to share their preferences with us,” said van den Oord. “That information is then used to further personalize our services. It will also be utilized to craft experiential offerings for members, from whimsical excursions and cultural immersions to unforgettable wellness and culinary delights.”
How does Brilliant by Langham work?
With Brilliant, which goes live Thursday, members can begin earning two types of points: award points, which can be redeemed for member privileges and experiences, and status points, which accumulate over a year and are used to upgrade through five membership tiers (Onxy, Topaz, Diamond, Sapphire and Ruby).
Members can earn 150 award points for every $5 spent on qualified stays, charges and partnerships, including hotel rooms, dining and spa services. Award points will expire if there’s no earning activity for 24 consecutive months. Members will also earn 150 status points for every $5 spent on qualified stays and charges. Status points reset to zero at the end of each membership year. Or, once a member accumulates enough points to meet the threshold to move up a tier, the threshold level of Status Points is deducted from the account, and a new membership period begins. Any points accrued in excess of the threshold will be carried over and, for a period of one year, can contribute to the points threshold needed to move to the next tier.
As detailed in the chart below, perks for each tier range from member rates (available immediately upon signing up for the program) to dining discounts, invites to VIP events and member-exclusive experiences, room upgrade vouchers, preferred room types, and early check-in and late checkout.
The program’s two top status levels, Sapphire and Ruby, also include various amenities like welcome drinks and dining credits.
LANGHAM HOSPITALITY GROUP
Points can be redeemed online for hotel bookings or on-site at hotels, restaurants, bars or spas. They can also be converted to miles with participating airlines.
To sign up for the program, visit the Brilliant by Langham website.
Personalized experiences and top-tier events
This program, as van den Oord explained, truly is focused on tailoring its perks to individual guests’ tastes, and Langham hopes that guests will take advantage of opportunities to share how they like their stays at every opportunity. “We know that guests yearn for authenticity and individualized experiences. With the launch of Brilliant, every booking is an opportunity to hear from our guests and to create memorable encounters,” he said. “Our goal with Brilliant is to create opportunities and incentives to encourage our guests to share their preferences with us, which will, in turn, allow us to turn their aspirations into reality.”
As for VIP events and exclusive experiences, van den Oord shared that they’ll be centered around four pillars (gastronomy, discovery, wellness and culture) and include private cooking lessons with celebrity chefs, behind-the-scenes dance and musical encounters, and off-the-beaten path tours led by local guides. “The possibilities are endless, and we very much look forward to hearing from our members and creating these new journeys for them.”
LANGHAM HOSPITALITY GROUPWhat’s next for Langham?
With a new loyalty program under its belt, Langham Hospitality Group is also looking ahead to a slew of new openings, including the “securing of three hotel management contracts for a single plot,” which will see new branches of The Langham, Cordis and Ying’nFlo in Xiamen, China, in 2025, followed by the opening of The Langham properties in Venice, Italy; Riyadh, Saudi Arabia; and Seattle in 2026.
But, van den Oord says, the luxury service The Langham has been providing since the opening of the London location back in 1865 will never be taken for granted.
“Luxury is so much more than just an incredible physical space but the sum of the entire guest experience and the memories one departs with,” he explained. “It is the personalized service and warm interactions that a guest has with our on-property team and the smallest touches a guest may never even see or realize coupled, of course, with our amazing locations and on-property offerings and amenities. This is how we have been able to set ourselves apart and will allow us to continue to do so for years to come.”