My Millennium, the global guest loyalty programme of Millennium Hotels and Resorts (MHR), has proven its successful track record again by taking home multiple awards in this year’s Loyalty & Engagement Awards and Marketing Excellence Awards.

My Millennium beat shortlisted contenders from across South Asia, Southeast Asia and Australasia regions to clinch Gold for Best Regional Loyalty Campaign and Silver for Best Loyalty Programme – Travel/Hospitality at the Loyalty & Engagement Awards. It followed up this feat at its first Marketing Excellence Awards by winning Silver for Excellence in Loyalty Marketing.

MHR’s safety and cleanliness campaign “We Care. We Clean. We Welcome.” also made the cut for both Awards, listing among the top ten finalists for Best COVID-19 Response – Engagement & CX in the Loyalty & Engagement Awards and Excellence In Response To COVID-19 in the Marketing Excellence Awards, alongside industry giants like Singtel, DBS Bank and Unilever. With the safety of guests being a top priority, MHR has achieved high vaccination rates among staff, with Singapore hotels boasting a 100% vaccination rate for frontliners.

This is the third consecutive year that MHR has been rewarded for its outstanding loyalty programme in the Travel/Hospitality category and within the region for the Loyalty & Engagement Awards.

“We’re ecstatic that the hard work put in by the team has earned us a Gold and two Silvers. In this highly competitive hotel industry, one of the challenges we faced was creating a meaningful long-term relationship with our members. The past year has seen diminished member engagement due to reduced travel, so we introduced innovative experiential programmes to deepen engagement and brand loyalty,” said MHR Loyalty and Partnerships Global Director Ms Pearlie Teo, who was also one of the judges for this year’s Loyalty & Engagement Awards.

To give members a sense of exclusivity, global offers with value-added benefits such as double points for every night booked and complimentary room upgrades were launched for members only. The team also focused on curating unique experiences to engage members, leveraging on partnerships and exploring new ways of connecting with members who were not physically staying in the hotel. One such example was a series of exclusive virtual events with players from Chelsea Football Club, where members had the opportunity to meet and interact with the players on a more intimate level.

A global campaign “More With Millennium” was launched at the start of the year to drive awareness and encourage direct booking through MHR’s website. The campaign aimed to emphasise that My Millennium provides ‘More Value’, ‘More Perks’ and ‘More Fun’ at every point of the customer journey with MHR.

Point-earning opportunities through F&B spend were also added to enhance the loyalty programme. With an exciting array of rewards spanning technology, dining, wellness and lifestyle, My Millennium was able to differentiate itself from other hotel loyalty programmes. Apart from hotel stays, the redemption catalogue also includes gifts and vouchers from over 100 international brands like Spotify, Uber, Apple, Amazon, Macy’s, Marks & Spencer, NTUC and Takashimaya.

Stacked against finalists from industries beyond hospitality, My Millennium’s strategy paid off with double wins, which recognizes MHR’s year-on-year improvement in efforts to value-add meaningfully to its global audience.

“I am delighted to see the My Millennium team winning three years in a row at the Loyalty & Engagement Awards and taking home a Silver in its first Marketing Excellence Awards! It is a testament of the passion and hard work put in by our teams to engage with customers and ensure they have the best experiences no matter which hotels around the world they stay at. With our focus for this year on a member-first strategy and creating personalised messages, we have achieved close to 80% of all bookings made by My Millennium members on millenniumhotels.com. This has validated our efforts in creating a high level of engagement throughout our direct channels. We are very thankful for the continued support and trust our members have with the My Millennium programme year after year,” said MHR Group Senior Vice President, Commercial, Mr Saurabh Prakash.

Organised by MARKETING-INTERACTIVE, the Loyalty & Engagement Awards honours the best loyalty marketing strategies in South Asia, Southeast Asia and ANZ regions, while the Marketing Excellence Awards celebrates Singapore’s outstanding marketing campaigns. All entries were evaluated and judged by a panel of experienced loyalty, engagement and relationship marketers and industry experts.