Millennium Hotels & Resorts, Middle East and Africa (MEA) has unveiled a new and enhanced loyalty programme, tailor-made especially to suit the local market.

The ‘You Loyalty & Rewards’ programme has been developed following insights from guests across the Middle East, allowing them to effortlessly turn points into memories at a broad choice of hotels in the region. With the group firmly on track to have 100 hotels in the Middle East by 2020, this will quickly result in it becoming one of the region’s largest loyalty programmes.  

Kevork Deldelian, chief operating officer, Millennium Hotels & Resorts Middle East and Africa said: “From the outset, our purpose was to develop a loyalty programme that caters to the unique requirements of this region. We have spent considerable time listening to our guests so we can better understand their preferences and create a programme that is completely tailored towards them. By doing so, we are confident that ‘You Loyalty and Rewards’ will really stand out in the market place by offering exceptional perks and promotions as well as flexibility, ease and convenience.”

With a new three-tier reward system - Red, Silver and Gold - members of the scheme have access to exclusive privileges including complimentary stays, late check-out, room upgrades, free internet access and a host of dining and lifestyle treats, with further activations to be incorporated throughout the year. Offering complete flexibility, it allows guests to redeem at any time and at any hotel and providing the ability for guests to part pay for hotel rooms with points. Designed for a digital era, no cards will be issued, with members able to manage their account, consult their points balance and redeem on the mobile-friendly website.

A wide selection of properties across the Middle East allows members to make use of their benefits at a resort or hotel that suits their requirements and budget, whether travelling for business or leisure. Ranging from luxury to mid-range, Millennium Hotels & Resorts’ wide-range of brands includes The Biltmore Collection, Grand Millennium, Millennium, M Hotel, Millennium Executive Apartments, Copthorne and Kingsgate, as well as a number of soon-to-be-launched brands such as Millennium Place, Agarwood and Studio M.

A second phase, due to be announced in the coming months, will incorporate a Bookers Loyalty programme, designed especially for corporate guests. - TradeArabia News Service