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Langham expands 1865 loyalty program

Langham's 1865 loyalty card

Langham Hospitality Group has expanded its well-respected 1865 guest loyalty programme to capture new members earlier and build on their loyalty.

For guests booking club level rooms or above at any property in the group, they can also earn double frequent flyer points with selected airlines until August 31.

The newly-expanded programme now contains four tiers instead of three with the creation of a new entry-level tier to generate more repeat stays and commence the recognition process of potentially loyal guests from their first stay.

The new tier offers the key benefits of an express check-in and check-out as well use of  1865 Ambassador reception service. It also offers complimentary newspaper, frequent flyer mileage accrual and from time to time, member-only special offers.

As the guest stays more frequently, additional rewards will eventually include priority and personalised services, upgrades and even complimentary limousine transfers at the Destiny invitation-only level.

Cindy Li, Director of Customer Relationship Marketing and Partnerships said: “1865 has always been a well thought out program designed to be easy to use with the benefits being immediately tangible during the stay.

“The program previously only invited guests who stayed at least three times to join, however, after much feedback from our guests and extensive research, we launched the new tier so guests could experience our ‘differentiated service’ as an 1865 member earlier in their history with us,” she said.

The 1865 program consists of four tiers with increasing levels of benefits – the entry level tier (at least one stay required), Gateway (3 stays required), Voyager (5 stays required) and Destiny (by invitation only).

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