Members will receive a digital membership card and QR code, which they can show at the hotels, restaurants and bars within the group portfolio to earn points.
The app will enable members to track rewards progress and explore exclusive offers and experiences, as well as manage bookings, view upcoming stays and communicate with the concierge team.
The hotel group says that the program differs from its competitors “by conferring immediate benefits for all members globally.” For instance, those at the entry-level Onyx tier will receive special room rates and discounts at bars and restaurants.
The hotel group also describes the program as an “experience platform”, although there are no personalized offerings at the time of the launch.
Since it is early days for the loyalty program, the hotel group explains that these experiences will grow over time. “As our membership base and understanding grows, we'll also be leveraging the information to introduce new experiential offerings, from whimsical excursions and cultural immersions to unforgettable wellness and culinary delights,” it adds.
The hotel group, however, did add that experiences will be built around four pillars: gastronomy, discovery, wellness and culture. Members will be invited to share their interests and preferences following the launch of the program, and Langham will then create experiences based on that feedback.
Examples of possible experiences in the future include private cooking lessons and dinners with celebrity chefs, nature walks with guided mindfulness sessions, traditional crafting workshops with artisans, and themed tea parties in picturesque locations – among other activities.
The website also includes a couple of partnerships at the time of the launch. These include:
- Ten per cent off Plaza Premium Lounge Global Pass from now until 30 June 2024
- Exclusive DFS CIRCLE Member Privileges (at participating DFS Hong Kong and Macau stores) from March 15, 2024 to February 28, 2025 for Brilliant Diamond and above tier members
The group's chief executive officer, Bob van den Oord, commented:
“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.”
brilliantbylangham.com ; langhamhospitalitygroup.com
