This UK chain offers convenient options for corporates, and is firmly focused on expansion, reports Liat Clark.
Who are they?
A four-star international brand with 19 UK properties, six in locations around London. It launched a loyalty scheme and an initiative for small companies last year, and is in the middle of giving soft refurbishments to its properties in the capital.
Where in the UK?
Millennium and Copthorne’s 19 UK hotels include two at Gatwick airport and six in London, with the rest spread as far north as Aberdeen and as far south as Plymouth. With a total UK room count of nearly 5,000, and with half of this located in London, the company is by no means small.
What are the hotels like?
The chain only became united under its current name in 1996, when Millennium’s parent group, CDL, purchased Copthorne Hotels. As a result, standards and styles vary from one property to the next. While Copthorne is considered a four-star brand, the Millennium hotels are “four-star deluxe” properties in locations such as Mayfair and Chelsea in London, Glasgow and Reading.
Most of the properties were existing hotels acquired by the company; however, there are a handful of new-builds. The Millennium Madejski in Reading is one of the company’s three “football hotels” (there is one adjacent to Chelsea stadium and another in Sheffield) and one of the few new-builds. As such, it has a sleek, modern interior compared with that of the more traditional, older hotels such as the Mayfair. Despite the lack of consistency, the chain is a full-service operation and you can expect the same standard of service throughout.
“We’re one of the largest owner-operators in the world,” says Mark Halliday, vice-president of sales and marketing for Europe. “It means we’re more agile than some of our bigger competitors. We’re able to look at what the market is doing and react much quicker than large brands.” All the UK properties are owned and managed, with the exception of the management-only Sheffield, Reading and Chelsea Football Club branches.
Are they for business travellers?
The hotel locations are a big draw. Each is in a city centre and, being part of a full-service chain, has good business facilities. All guestrooms have laptop safes, tea and coffee-making facilities and broadband or wifi (at a fee), while Club rooms and above (found in 12 properties) include access to Club lounges with free food and drink and a range of business facilities, including printers, scanners and wifi in some. Meeting options vary in size from hotel to hotel – the Madejski, for example, can accommodate 126 delegates across its three rooms, while the Millennium Gloucester has 1,600 sqm of space for more than 500 people in the largest.
Is there a loyalty scheme?
The Millennium and Copthorne Loyalty Club was launched last year and benefits can be redeemed across its worldwide portfolio. There are three tiers – Classic, Gold and Diamond – and it is fairly easy to move up the ladder. Four stays in 12 months earns a Classic member Gold status, while 12 stays in 12 months earns a Gold member Diamond status. Any money spent at any of the brand’s hotels earns points (two for every US$1 spent) that can be redeemed on food vouchers and overnight stays.
There are also additional benefits once a member reaches Gold status, including fast-track check-in at selected hotels, early check-in and late check-out, automatic room upgrades (two a year for Gold and four for Diamond), 20 per cent off food and drink, and a free beverage on arrival.
In addition, the company has set up a scheme for SMEs (small and medium-sized enterprises), called Business Direct. “We wanted to keep them loyal to us and give them something easy to use but not complicated to administer,” Halliday says. The scheme includes a minimum 10 per cent off the best available room rate for all employees, while meetings of nine delegates or fewer qualify for a 15 per cent discount if booked by the end of the year. Mileage can also be earned through 14 frequent flyer partners, including Virgin Atlantic, Air New Zealand, Qantas and Etihad.
Tell me the good news…
A significant investment is currently under way to renovate hotel interiors. All the London properties are in the middle of a soft refurbishment, with TVs, IT facilities and rooms all receiving an upgrade. By the end of the summer, the Copthorne Tara will have received a makeover, with flatscreen TVs and glossy black furniture in standard rooms. The Copthorne Gatwick and Copthorne Slough-Windsor will receive similar treatment. The Millennium Mayfair will be renovated after the 2012 Olympics, though it already has a great finish with flatscreen TVs and luxurious, spacious bathrooms in the 26 suites. “Like any hotel group, particularly one that owns its own assets, we know we’ve got to continue to maintain and uplift them,” Halliday says.
And the bad…
Investment in UK properties might be overshadowed by expansion of its portfolio in the Middle East and Asia, as this is a big growth area for the company. One investment that has been sidelined until now is internet connectivity. Many hotels currently only offer wired broadband access and, although wifi is being installed across the board (to be completed by autumn), it will still come at a cost. It will be available in rooms and public spaces for a fee (which will vary from hotel to hotel), though business clients can negotiate it into room rates. The company is also looking into segregating bandwidth to offer higher levels to corporates, again, for a fee.
Future plans?
Millennium and Copthorne is focusing on growth in China and the Middle East, but there is talk of investing in more regional UK properties too. “If a hotel comes up in a location where we’re not represented, we’ll give it some consideration,” Halliday says. “We’re looking at four or five potentials over the next three years – new hotels in new locations.” These would be managed rather than owned and although Halliday could not specify locations, he hinted they are looking in unrepresented major UK cities.
Where can I learn more?
The company has a more than adequate website, though facts are not always updated fast enough. There are separate sites for loyalty (mncloyalty.com) and booking (millenniumhotels.co.uk), making it easily navigable.
