Millennium Hotels and Resorts has revamped its loyalty programme aimed at Small and Medium-sized Enterprises (SMEs).
The new corporate bookings product, Millennium for Business, replaces its previous programme for SMEs, Business Direct, with all of its existing 2,000 member companies transitioned across to the new programme, according to Chief Commercial Officer, Clive Harrington.
The new programme offers new website capabilities enabling bookers to manage team travel on a platform which is integrated with the consumer My Millennium rewards programme which has recently relaunched.
The new website has functionality enabling bookers to manage travel, make itinerary style bookings, cater to team member needs and earn rewards.
“We’ve been talking to our clients and they want some reporting functionality,” said Clive Harrington.
“They also want to get the best available rate, whether they have a negotiated corporate rate or if the rate drops below that, then they get that new lower rate, and we’ve also added a number of benefits.”
The new benefits include an upgrade on first registration in the programme, and “Every three nights they’ll get an upgrade and every tenth stay we will double their points for that stay.” said Harrington.
“There will also be a number of micro rewards negotiated territory by territory, such as early check-in and late check-out, the 15 per cent off food and beverage and meeting and events, and we’ve loosened up the cancellation fees for SMEs. There’s also access to a hotel’s club or executive lounge.”
The new programme is available across all of the group’s hotels in Asia, Europe, Middle East and the US. Millennium estimates the SME market makes up between five and eight per cent of its total bookings.