Millennium Hotels and Resorts ties up with German hotelier Maritim in cross-brand loyalty deal

[SINGAPORE] Millennium Hotels and Resorts has partnered Germany’s Maritim Hotels to launch a cross-brand loyalty programme, the hospitality group said on Monday (Jun 30).

Members of Millennium’s MyMillennium and Maritim’s MyMaritim loyalty programmes will now enjoy discounts on bookings at participating properties across both hotel chains.

The partnership was formalised at a signing ceremony at the Chelsea Harbour Hotel and Spa in London, a Millennium-managed property.

Millennium operates more than 145 hotels across Europe, the Middle East, Asia, New Zealand and the United States. Maritim runs more than 30 hotels, primarily in Europe, including 25 in Germany.  (* see amendment note below)

With the tie-up, MyMillennium members gain access to a broader network of hotels in Germany, while MyMaritim members can enjoy discounts at Millennium properties worldwide, Millennium said.

As part of the tie-up, both companies will jointly participate in major trade shows and roadshows to tap new corporate and leisure markets.

The collaboration also includes joint sales efforts and shared employee benefits, such as friends and family rate access.

“Our collaboration with Maritim Hotels is a strategic step to expand our access to Germany and the larger European Union, an important travel and business region,” said Kwek Leng Beng, chairman of Millennium Hotels and Resorts.

“It will enhance travel and strengthen our shared vision to cross borders with quality hospitality experiences.”

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Singapore-based Millennium is a subsidiary of mainboard-listed City Developments Ltd .

* Amendment note: An earlier version of this article stated that Millennium operates “more than 130” hotels. It should be “more than 145” instead.