Millennium Hotels and Resorts revamps site, launches new loyalty programme

International hospitality group, Millennium Hotels and Resorts has partnered with MullenLowe Profero for the launch of a new loyalty programme called "My Millennium Guest Rewards Programme". The agency was also tasked to revamp and realign the company's website to provide a more personalised experience to the My Millennium members. The aim of the new loyalty programme is to reward members staying at participating Millennium Hotels and Resorts across the globe. With the new programme, Millennium Hotels & Resorts looks to prioritise "simplicity, inclusivity, value, immediacy and access" for guests by implementing a single-tier membership and offering new member privileges. Guests can redeem over a hundred rewards, ranging from room upgrades and hotel nights to shopping experiences with brands worldwide. Franck Kermarrec, chief marketing officer at Millennium Hotels and Resorts, said the My Millennium website is a key platform for its members to book directly and instantly redeem their rewards. "MullenLowe Profero has an insightful understanding of the nuances that go into building a customer loyalty programme. Together, we have created a simplified membership platform, enhanced with a curated selection of lifestyle rewards, that strike a chord with our hotel guests," he added. Abhishek Goyal, business director at MullenLowe Profero, said the team's approach at MullenLowe Profero is to deliver an "unfair advantage" for its clients. “We know that the modern traveler is looking for more from a loyalty scheme than simply straightforward stays and hotel benefits. Hence these touches will enhance members’ journeys not just within the hotel stay, but throughout their interaction with the brand. This will allow Millennium Hotels and Resorts to nurture and grow rewarding long-term relationships with their members," he added.