Millennium Hotels and Resorts Launches Family-Focused Loyalty Perks with MyMillennium Kids

A fresh loyalty initiative brings extra perks to young travellers as family tourism continues to boom

MyMillennium Kids

Millennium Hotels and Resorts (MHR) is broadening its approach to family travel with the debut of MyMillennium Kids, a programme built specifically for children of MyMillennium members who stay at least two consecutive nights.

Aimed at children between the ages of 5 and 10, the initiative will roll out in stages. The first phase kicks off on August 1, 2026, across MHR’s Asia Pacific properties, including Grand Copthorne Waterfront Hotel Singapore, Orchard Hotel Singapore, M Hotel Singapore City Centre, M Social Resort Penang, M Social Phuket, and M Social Hotel Suzhou. The programme will then extend to Europe and the United States in 2027, covering hotels such as The Chelsea Harbour Hotel & Spa London, M Social Hotel Paris, both M Social New York locations (Downtown and Times Square), and The Biltmore Los Angeles.

Why Family Travel Is Having a Moment

Family-oriented hospitality has become one of the industry’s fastest-growing niches. Industry estimates suggest child-focused hotel experiences could represent a market worth well over US$100 billion globally, and travel platforms have noted a steady rise in family and multigenerational trips across Asia in particular.

Hotels are responding by moving past standard kids’ clubs and babysitting services, instead building out richer experiences – think hands-on cultural activities, outdoor programming, and structured kids’ itineraries. This shift underscores how much influence children now have over where a family books its next trip.

MyMillennium Kids is MHR’s attempt to close the gap between merely being “family-friendly” and offering young guests a genuinely rewarding, repeatable experience tied to the brand.

Cinn Tan, MHR’s Chief Commercial Officer, noted that family travel has become a major growth driver for the industry, as more people use trips as a chance to reconnect with family away from everyday routines. She explained that parents now want stays that combine comfort with real value for their kids, and that this new programme is designed to strengthen MHR’s appeal to families while deepening loyalty among MyMillennium members. According to Tan, the brand sees young guests as deserving the same level of care as adults, and views early engagement with children as a long-term investment in customer loyalty.

Carolyn Wishnowski, MHR’s Vice President of Global Branding, Marketing and Loyalty, added that children are now major decision-makers in family vacation planning. She described MyMillennium Kids as a significant expansion of the loyalty programme – one that extends its benefits beyond the adult member to the entire family. She noted the programme gives MHR a consistent framework to deliver brand experiences to younger guests across all its properties, while still allowing individual hotels to add local flavor. The goal, she said, is a more inclusive loyalty experience that gives families added reasons to keep coming back.

The Adventure Passport: A New Kind of Souvenir

MyMillennium Kids Passport & Stickers

The centerpiece of MyMillennium Kids is the Adventure Passport – a collectible booklet given to each child that turns hotel stays into a kind of scavenger hunt. Kids can gather brand-themed stickers, uncover small surprises, and take on optional bonus challenges (worth one extra sticker per stay) as they move between MHR properties worldwide.

Sticker milestones unlock a tiered set of rewards:

3 stickers: A complimentary kids’ dessert, such as ice cream or a fruit platter
6 stickers: A plush toy of Muriel the Cow, the programme’s mascot
9 stickers: A free room upgrade on the next stay
12 stickers: Branded merchandise, a “Junior World Explorer” certificate, and entry into a giveaway

Small Touches, Big Impact

MyMillennium Kids Surprise Note

Beyond the passport itself, MHR has layered in extra details meant to make young guests feel welcomed from arrival. Kids will find a welcome letter from Muriel the Cow waiting on their pillow, paired with a small gift – anything from local souvenirs to snack boxes or special-occasion treats. There’s also a blank “Do Not Disturb – Junior Explorer Inside” door sign that children can personalize with included stickers and markers.

Families can sign up for MyMillennium at check-in to start earning MyMillennium Kids rewards right away, adding an extra layer of fun to their trip from day one.

For more information and full terms and conditions, visit here.

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