SINGAPORE – Millennium Hotels and Resorts (MHR) has launched a new children’s loyalty programme across selected Asia-Pacific properties as the hospitality group looks to capture growing demand for family travel.
Called MyMillennium Kids, the initiative is available to children aged five to 10 staying with MyMillennium members for at least two consecutive nights. The programme debuted on Aug. 1 at six hotels in Singapore, Malaysia, Thailand and China, with expansion to Europe and the United States planned in 2027.
The launch comes as hotel operators increasingly target family and multigenerational travel, one of the fastest-growing segments in the global hospitality industry. Millennium cited industry research estimating that child-centric hospitality could represent a US$175 billion global opportunity, while travel platform Agoda has reported rising demand for family-focused travel across Asia.
Millennium said the programme extends its MyMillennium loyalty platform by offering dedicated rewards and experiences for younger guests, alongside benefits for parents. The initiative includes an Adventure Passport that allows children to collect stickers and unlock rewards, including complimentary desserts, branded merchandise, room upgrades on future stays and other incentives based on participation.
The hotel group said the programme is designed to strengthen guest engagement and encourage repeat family stays as competition intensifies among international hotel operators for leisure travelers. It also includes welcome gifts, personalized messages and interactive activities tailored for children during their stay.
Millennium Hotels and Resorts operates more than 145 properties across 80 destinations worldwide under brands including Millennium, Grand Millennium, M Social, Studio M, Copthorne and Kingsgate. The company is part of Singapore-listed City Developments Ltd., one of Asia’s largest property groups under the Hong Leong Group.
The launch reflects a broader shift among hotel operators toward experience-driven loyalty programmes as they seek to attract higher-spending leisure travelers and build long-term customer relationships beyond traditional points-based rewards.
Business News Asia
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