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
