What do Charles Dickens, Winston Churchill, George Orwell and Mark Twain have in common? Sure, they all have written a book or two, but they also stayed at one or more Langham Hotels and Resorts properties during the 160-year history of the brand.
Langham Hospitality Group, in celebration of the brand’s milestone anniversary, has unveiled a new global campaign with the tagline “Your Story. Our Legacy.”
“The Langham Hotels and Resorts is not just a collection of luxury properties but a backdrop for history in the making,” said Bob van den Oord, CEO, Langham Hospitality Group, which is also parent to the Cordis Hotels and Resorts, Ying’nFlo and Eaton brands. “For 160 years, The Langham’s hotels have welcomed visionaries, pioneers and cultural icons. This campaign pays tribute to the lives of these individuals—and all our guests, past and present—whose stories have shaped perceptions of The Langham and defined its enduring legacy.”
Wang Shun
The campaign will be executed through a range of activations that highlight the stories of the brand’s curated selection of Langham Luminaries, “a diverse group of changemakers who embody excellence in their respective fields,” according to the CEO.
“We began by spotlighting two athletes, Hong Kong fencer and two-time Olympic gold medalist Cheung Ka-long and mainland Chinese swimmer and individual medley champion Wang Shun,” said van den Oord. “Their dedication, discipline and pursuit of greatness reflect key values that define The Langham’s heritage and inspire our guests.”
He continued, “From sport, we then turned to fashion, highlighting Oscar de la Renta creative directors Laura Kim and Fernando J. Garcia. Looking ahead, we’ll be featuring renowned photographer Douglas Friedman and visionary architect Dirk Lohan, who will add their own unique perspectives to the campaign. In the months that follow, we’ll continue to introduce the stories of other individuals of note, each embodying the spirit of excellence and innovation that defines The Langham’s legacy.”
The selection of featured properties, he said, was tied to the backgrounds and professions of the Langham Luminaries.
Edgar Cheung Ka-long
“Edgar Cheung Ka-long, for example, has strong name recognition in Hong Kong, so The Langham, Hong Kong served as the natural setting,” he said. “For Dirk Lohan, a renowned architect and the grandson of Mies van der Rohe, we chose The Langham, Chicago, a spectacular property housed in an equally spectacular building designed by van der Rohe himself.”
The campaign will run in print and online in publications such as Vogue, Wallpaper, Bazaar, Esquire, Afar and Condé Nast Traveler. “These outlets were chosen for their ability to engage sophisticated, global audiences who share The Langham’s commitment to luxury, culture and innovation,” noted van den Oord.
On the hotel development front, he said that China will be the focus of the openings this year, with expansions planned for the Cordis and Ying’nFlo brands.
“As for the more distant future, we’re eagerly anticipating the planned openings of The Langham, Bangkok, and The Langham, Venice in 2026,” said van den Oord. “In addition to these properties, we also have a dynamic range of other projects in development and remain on track to meet our growth target of 100 hotels by 2040.”
