Langham Hotels Introduces New Loyalty Program

The small hospitality company launched their own loyalty program, Brilliant by Langham, at the end of February 2024.

Four Brands and Toronto’s Chelsea Hotel Participate in Brilliant

Around 30 hotels across four brands primarily focused on Asia will participate in Brilliant by Langham, including The Langham Hotels and Resorts, Cordis Hotels and Resorts, Eaton, and Ying’n Flo. The Chelsea Hotel in Toronto, will also join in on Brilliant.

Members will earn 150 points per every $5 USD spent at the participating hotels, with higher tiers available to big spenders with the program. At the base Onyx level, travelers will earn Brilliant-exclusive member rates, as well as a 5% discount on dining at the hotel. After earning 12,000 status points, guests move up to Topaz level, which comes with a 10% elite points bonus.

Diamond level is earned with 108,000 status points, which increases the dining discount to 10% and 15% elite bonus points. At the top tier is Ruby status, earned after obtaining 720,000 status points. The top-tier comes with a 10% dining discount and 50% elite points bonus.

Earned points can be used towards free rooms at the participating hotels, or for dining and bar bills at participating hotels. Rooms can be booked on the company’s app or through their WeChat Mini-Program, while dining bills can be resolved using a QR code from the app.

The company says that points can also be used for future experiences coinciding with stays at hotels. Some of the future offerings the brand will make available include private cooking lessons and dinners with celebrity chefs, “off-the-beaten-path” tours with local guides, crafting workshops, and themed tea parties.

Current offers available to members include shopping experiences at duty-free stores in Hong Kong and Macau, as well as a discount on Plaza Premium Lounge passes.

Feature image courtesy: Langham Hotels