Langham Launches New Loyalty Program ‘Brilliant By Langham’

Langham hotels has launched a new loyalty program called ‘Brilliant by Langham’. Program works as follows:

• Earn 150 points per $5 spent
• Dynamic redemption rate based on the cash price of a hotel (they haven’t released what the conversion rate will be)
• Loyalty tiers (see benefits in the picture below):
  • Onyx (base tier everybody gets at enrollment)
  • Topaz requires 12,000 points or $400 in spend
  • Diamond requires 108,000 points or $3,600 in spend
  • Sapphire requires 360,000 points or $12,000 in spend
  • Ruby requires 720,000 points or $24,000 in spend
• Points are valid for 24 months but are extended with any earning or redeeming activity
• Bookings must be all cash or all points, no points & cash bookings

Our Verdict

I get that smaller chains want to stand out, but having silly earn rates like 150 points per $5 instead of 30 points per $1 spent is just stupid. Benefits seem pretty basic especially when Ruby requires $24,000 in spend. This is the sort of program I’d join if I had a stay and then would completely forget about.

Hat tip to OMaaT