Millennium Hotels and Resorts has announced the launch of a guest rewards programme called My Millennium.
The hotel group includes Leng’s Collection, M Collection, Millennium Collection and Copthorne Collection, which have a combined 136 hotels around the world.
The programme will have one membership tier and include rewards such as room upgrades, free stays and access to various “experiences”. Members will also get exclusive room rates, points that double every ten stays and birthday gifts.
Millennium said it was partnering with brands including Spotify, Uber, Apple, M&S, Macy’s and Chelsea FC.
It is part of Millennium and Copthorne hotels, a hospitality and real estate group which owns properties such as London’s upcoming Biltmore hotel.
“These touches will enhance members’ journeys not just within the hotel stay, but throughout their interaction with us,” said Franck Kermarrec, Chief Marketing Officer at Millennium Hotels and Resorts.
Hotel groups Accor and Marriott have also announced new guest loyalty programmes this year, both seeking to streamline various schemes and place a focus on brand partnerships and experiences.
