Case Study: Millennium Hotels and Resorts boosts loyalty sign-ups with Imperial Leisure

Millennium Hotels and Resorts drives 3,676 new members with Imperial Leisure

Millennium Hotels and Resorts, a global hotel group, partnered with Imperial Leisure to relaunch its My Millennium guest loyalty programme. The objective was to increase sign-ups and improve overall brand awareness.

Imperial Leisure executed the relaunch by producing a range of print and digital collateral and creating two hero campaigns, "Love My Millennium" and "Stay Like A Millionaire." Their solution included influencer collaborations designed for both awareness and content creation. The "Stay Like A Millionaire" campaign was highly successful, generating 3,676 new members and 2,664 bookings. This work earned Imperial Leisure and Millennium Hotels and Resorts the award for Best Loyalty Programme Relaunch in 2019.

Millennium Hotels and Resorts