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.

The company says Brilliant is purpose-built to deliver more rewarding, personalized and captivating journeys across 30 participating hotels under LHG’s brands –The Langham Hotels & Resorts, Cordis Hotels & Resorts, Eaton and Ying ’n Flo.

Toronto’s Chelsea Hotel, the sole Canadian property affiliated with LHG, is also participating in the new loyalty program.

A fun event at Chelsea Hotel’s newly renovated Elm Street Bar & Lounge last night kicked off the launch of Brilliant by Langham, with chef-prepared treats plus prize giveaways for top-level loyalty points tiers in Brilliant by Langham.

Josef Ebner, Regional VP – Canada, Langham Hospitality Group & Managing Director, Chelsea Hotel, Toronto, Tracy Ford, Director of Public Relations, Tess Clarke, Director of Rooms and ‘Brilliant Champion’ for the program, and General Manager, Robert C. Housez, were all on hand to welcome guests and celebrate Brilliant by Langham, which replaces LHG’s Langham Supper Club and 1865 Privilege by Langham loyalty programs.

“Sometimes you need to rebrand and that’s what’s happening today with Brilliant by Langham,” said Housez. “It’s a loyalty program, and also an experiential program. It’s really exciting.”

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 excursions and cultural immersions to wellness and culinary. Examples of such offerings can 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 LHG CEO, Bob van den Oord. “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.”

Members from LHG’s past loyalty programs will have their past loyalty rewarded with an invitation to join Brilliant at higher starting membership tiers.

To join Brilliant, go to BrilliantByLangham.com.

Source: Travelweek