By venturing abroad, Millennium Hotels and Resorts has been able to access new source markets, increase referrals from frequent travellers, and strengthen its brand recognition
Headquartered in Singapore, Millennium Hotels and Resorts’ (MHR) strategic expansion into global markets, marked by its commitment to providing tailored experiences, has solidified its presence across 145 properties worldwide.
Saurabh Prakash, interim chief operating officer and chief commercial officer, MHR, said: “We saw immense potential in cities like London, New York, and Dubai, where the synergy between business and leisure tourism aligned with our offerings.”
This international expansion has helped MHR tap into new source markets, which has “significantly strengthened” the company’s business in Asia.
He related: “Dubai is a key source market for our properties in London, attracting high-end travellers from the Middle East to our UK hotels, such as The Biltmore Mayfair and The Bailey’s Hotel London.”
Meanwhile, US and UK travellers represent “crucial source markets” for MHR’s hotels in Singapore, such as Grand Copthorne Waterfront Hotel and M Social Singapore.
“Our learnings from the competitive markets of Europe and the US have allowed us to fine-tune our offerings in Asia, ensuring we stay ahead of trends and continue delivering top-tier experiences,” he pointed out.
This global recognition has also helped to bring about increased referrals to MHR’s Asian properties, particularly among frequent travellers, as well as the brand’s loyalty programme members.
“The familiarity of these travellers with MHR from their stays abroad makes them more likely to choose our properties when they visit Asia, boosting our performance in the region,” he explained.
The MyMillennium loyalty programme, with its global benefits and incentives, plays a pivotal role in fostering this cross-border engagement.
“We recognise the importance of a robust loyalty programme, which is why we are taking steps to revamp MyMillennium to introduce more benefits and rewards to our loyal members,” shared Prakash.
However, expansion is more than just opening more hotels, it is also about creating sustainable travel experiences that benefit guests.
He said: “Our approach is never to be ‘cookie-cutter’. Each of our hotel is fresh, surprising, and tailored to the local environment, ensuring that guests experience something unique with every stay.”
MHR also prides itself on its ability to “seamlessly blend the warmth of Asian hospitality with the comfort and expectations of Western standards”.
“This balance allows us to maintain our brand identity while also adapting to the cultural nuances and preferences of each market,” he added.
