Millennium Hotels and Resorts has launched MyMillennium Kids, a family-oriented initiative that gives children their own reason to look forward to a hotel stay. The programme is designed for young guests aged 5 to 10, and rewards children staying with MyMillennium members for a minimum of two consecutive nights. It began on 1 August 2026 across Asia Pacific properties, including Grand Copthorne Waterfront Hotel Singapore, Orchard Hotel Singapore, M Hotel Singapore City Centre, M Social Resort Penang, M Social Hotel Phuket and M Social Hotel Suzhou.
The Rise of Child-Centric Hospitality
Family tourism has emerged as one of the fastest-growing segments of the hospitality sector worldwide. The inaugural 2024 Kids Hospitality Report by Wanderland London estimates that child-centric hospitality could represent a US$175 billion global opportunity for hotels, while Agoda research shows that destinations across Asia are increasingly adapting to growing demand for family and multigenerational travel.
In response, hospitality brands are moving beyond traditional playrooms and childcare services to create more immersive, educational and experience-led stays for younger guests. From cultural workshops and nature-based activities to thoughtfully curated children’s programmes, these offerings reflect the growing influence children have on where families choose to stay and how they experience a destination.
Through MyMillennium Kids, Millennium Hotels and Resorts aims to bridge the gap between simply providing family-friendly accommodation and delivering a consistent, rewarding journey created specifically for younger travellers. The family getaway becomes an adventure from the moment of check-in.
Cinn Tan, Chief Commercial Officer, Millennium Hotels and Resorts, said:
Family travel continues to be a key growth segment for the hospitality industry, as more embrace getaways as an opportunity to spend quality time with loved ones, away from the demands of daily life. With this, parents are increasingly seeking stays that offer both comfort and meaningful experiences for their children. The launch of MyMillennium Kids strengthens our family travel proposition while deepening engagement with MyMillennium members, creating more reasons for families to choose Millennium Hotels and Resorts across their travel journeys. At Millennium Hotels and Resorts, we believe our little guests deserve just as much attention as their parents. MyMillennium Kids reflects our commitment to engaging the next generation of travellers through experiences that inspire curiosity, adventure and connection. By nurturing these relationships early, we’re investing in lifelong loyalty built on trust and memorable experiences.
Reflecting the continued growth of family travel, MyMillennium Kids strengthens the family proposition of Millennium Hotels and Resorts through dedicated family amenities, engaging guest experiences and meaningful touchpoints for younger guests.
Carolyn Wishnowski, Vice President, Global Branding, Marketing and Loyalty, Millennium Hotels and Resorts, said:
Children are increasingly playing a crucial role in shaping family travel and influencing holiday plans. MyMillennium Kids marks an important evolution of our global loyalty programme, extending recognition and rewards beyond the primary member to include the whole family. From a brand perspective, it provides a consistent way to bring the Millennium Hotels and Resorts experience to life for younger guests across our global portfolio, while allowing each hotel to introduce locally relevant touches. By giving young guests their own programme journey and benefits, we are creating a more inclusive MyMillennium experience that delivers greater value for families and gives them more reasons to engage with the programme across repeat stays and destinations.
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Introducing the First MyMillennium Kids Adventure Passport
At the heart of the programme is the Adventure Passport, an interactive collectible booklet given to every child that transforms every hotel stay into a fun escape. As children’s experiences become a more important consideration in family travel, with families seeking out unique offerings for their children, MyMillennium Kids gives younger guests something of their own to anticipate with every stay.
As they explore Millennium Hotels and Resorts properties globally, young guests can collect exclusive brand-themed stickers, discover magical surprises and embark on a fun-filled journey of wonder and memories. They can even complete additional side missions to earn a maximum of one bonus sticker per stay.
Families can unlock milestone rewards upon reaching sticker-collection targets. Three stickers earn a complimentary kids’ dessert, such as ice cream and a fruit platter. Six stickers earn a plush toy of Muriel the Cow, the friendly mascot of the programme. Nine stickers earn a complimentary room upgrade on the next stay, and 12 stickers unlock MyMillennium Kids merchandise, “Junior World Explorer” certificates and giveaway entry.
Reimagining Family Stays Through Thoughtful Design
Beyond the Adventure Passport, Millennium Hotels and Resorts has incorporated thoughtful touches that await young guests throughout their stay, making every moment more special from the moment they arrive. Children are greeted with a letter left on the pillow from Muriel the Cow, alongside a small surprise such as property-specific souvenirs, snack boxes and special-occasion gifts. Adding an interactive element to the stay, each child also receives a blank “Do Not Disturb – Junior Explorer Inside” sign, with stickers and markers to design it to their liking.
A Phased Rollout to Europe and the United States
The programme will subsequently expand to Europe and the United States in 2027, with participating properties consisting of The Chelsea Harbour Hotel & Spa London, M Social Hotel Paris, M Social Hotel New York Downtown, M Social Hotel New York Times Square and The Biltmore Los Angeles.
Families can join MyMillennium at check-in to enjoy immediate access to the MyMillennium Kids programme and begin collecting rewards from their stay, enriching their family getaway with unforgettable adventures for their young travellers.
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For any enquiries or support, please contact:
Global Marketing – globalmarketing@millenniumhotels.com