The Langham Hospitality Group (LHG) has launched a new loyalty programme aimed at meeting the "evolving needs of its guests".
'Brilliant by Langham' will compete with other hotel group loyalty programmes such as Marriott Bonvoy and Accor Plus in offering discounts and personalised offerings for members.
The programme includes 30 participating LHG hotels around the world and over 100 restaurants, including the Cordis in Auckland and its Eight Restaurant.
Enrolment is free and members will earn status points for purchasing stays and amenities which are redeemable for accommodation, dining and wellness rewards.
There are five status points levels members can progress through: onyx, topaz, diamond, sapphire and ruby, the top tier.
Personalised experiential offerings may include private cooking lessons with celebrity chefs, cultural immersions, guided tours, nature walks, and themed tea parties, LHG said, but noted the actual offerings will be based on what members say they want the most.
Brilliant launched on February 29 and replaces LHG's existing loyalty programmes: Langham Supper Club and 1865 Privilege by Langham. Members of those will receive an invitation to join Brilliant at higher starting membership tiers.
