Langham Hotels International has signed a new loyalty partnership with Air China's frequent flyer program -- PhoenixMiles -- reaching over seven million travelers.

The agreement with PhoenixMiles enables members to earn 1,000 kilometers per qualifying night.

The partnership will also give both parties opportunities to cross-market their services. This new agreement allows Air China to promote all Langham properties globally as well as the new hotels which are scheduled to open in Beijing (2009) and Shanghai (2009).

"The partnership with Air China allows us to reach high net worth individuals who are frequent travelers. The joint promotional opportunities this affords us will assist us to build awareness of the Langham brands in China," said Brett Butcher, senior vice president – Sales and Marketing of Langham Hotels International.

"The Langham in London is a luxury hotel with the longest history in Europe. The partnership with Langham will bring a greater variety of quality hotel products to our members, satisfying the travellers' increasing need of personalised services," a spokesman of Air China said.

Langham Hotels International has partnerships with 18 leading airlines with the total number of 168.5 million frequent flyer program members.

(chinahospitalitynews.com September 3, 2008)