Millennium Hotels & Resorts, Middle East and Africa has unveiled a new and enhanced loyalty programme – You Loyalty & Rewards.
The operator says the programme has been developed following insights from guests across the Middle East, allowing them to turn points into hotel stays in the region.
The group also says it’s on track to operate 100 hotels in the Middle East by 2020, which will increase in the relevance and scale of the loyalty programme.
Millennium Hotels & Resorts Middle East and Africa chief operating officer Kevork Deldelian 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.”
The programme will have a 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 dining and lifestyle treats.
The programme, Millennium claims, is designed for the digital era, and will not issue any cards and instead members will be able to manage their account, consult their points balance and redeem on the mobile-friendly website.
A second phase, due to be announced in the coming months, will incorporate a ‘Bookers Loyalty’ programme, designed for corporate guests.