From venue provider to strategic partner: How this hotel group is rewriting the business event playbook
As the MICE sector enters a new phase of growth, chief commercial officer Cinn Tan shares how Millennium Hotels and Resorts is evolving to meet these demands
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IN A post-pandemic corporate landscape where meetings are only a mouse click away, the bar for in-person corporate events has been raised significantly. So, when a company brings people into the same room, the experience must earn its place.
For hospitality leaders, the question is no longer how to fill meeting rooms, but how to make every gathering worth the trip.
Meeting these evolving expectations is central to the role of Cinn Tan, chief commercial officer of Millennium Hotels and Resorts (MHR), who leads the group’s commercial strategy across markets.
“Today’s corporate clients expect far more than meeting venues. They are looking for strategic partners who can help them create business events that strengthen relationships, accelerate decision-making and deliver measurable business outcomes,” she says.
Why location matters for global events
Delivering on those heightened expectations takes more than a single well-run property. It requires a presence in global hubs like Singapore, Beijing, New York, Los Angeles and London, which stand out for their international connectivity, world-class infrastructure, deep talent pools and cultural appeal.
Singapore’s own position as one of those hubs makes it a natural gathering point for delegates from across the region and beyond. That position matters economically: MICE travellers are among Singapore’s highest-yield visitor segments, prompting the Singapore Tourism Board (STB) to continue strengthening the country’s appeal as a leading global business events destination.
The value of having properties across major business hubs, Tan explains, goes beyond geographical reach. “Many organisations are looking to simplify how they manage meetings and events across multiple markets by working with trusted partners that can deliver consistency at scale without compromising local relevance,” she says.
A home-grown hospitality brand headquartered in Singapore, MHR is uniquely positioned to support multinational organisations through one connected global network. Its Where Business Connects campaign brings together MHR’s properties, sales teams and planning capabilities so that corporate clients can work with one partner while adapting each event to local needs.
That has required far-reaching changes behind the scenes. As part of its continued efforts to strengthen its global MICE proposition, MHR has expanded its global sales organisation, deepened strategic partnerships, and invested in digital tools that streamline how clients plan, book and manage events across the group’s portfolio.
“The greatest challenge isn’t demand; it’s the pace at which client expectations continue to evolve.”
Cinn Tan, chief commercial officer, Millennium Hotels and Resorts
How one hotel partner simplify global event planning
Simplifying the booking process is only one part of the equation. MHR has positioned its global network to handle recurring corporate events across destinations, helping companies streamline their meeting needs under a single partner.
Its corporate rewards programme, MyMillennium Biz, is designed for business bookers and event planners, offering the lowest rates and exclusive rewards across the group’s global portfolio and a way to fold every booking into a broader business relationship.
“More than a loyalty programme, it’s part of our broader commercial strategy to build long-term partnerships with organisations that book across our global portfolio,” Tan says.
More value from every business booking
MyMillennium Biz is MHR’s corporate rewards programme, designed for business bookers and event planners rather than individual travellers.
Under the Where Business Connects campaign, MyMillennium Biz members can earn 3X Bonus MyPoints on qualifying meetings and events from June 15, 2026 to June 14, 2027, earning 12 MyPoints for every US$1 spent.
MyMillennium Biz members typically earn four MyPoints for every US$1 spent on eligible corporate bookings.
Yet a global network alone is not enough. While corporate clients value consistency across markets, delegates increasingly expect each event to reflect the character of its destination.
“In Singapore, we’ve incorporated elements of the city’s unique brand DNA into our MICE experiences, creating opportunities for delegates to engage with the country’s rich multicultural heritage beyond the meeting room,” she says.
At Orchard Hotel Singapore, for example, standard coffee-and-tea breaks are replaced with Singapore heritage-themed spreads featuring familiar local favourites like nasi lemak, chee cheong fun and pandan cake. Curated cultural touches throughout the event give delegates a stronger sense of the city beyond the meeting room.
“These thoughtfully designed touchpoints give delegates a genuine sense of place and make every event more memorable,” Tan says.
Where are MHR’s key MICE destinations worldwide?
From Singapore to Suzhou, Los Angeles to London, Millennium Hotels and Resorts supports business events across some of the world’s leading commercial and conference destinations, combining flexible venues with distinctive local experiences.
Singapore – Grand Copthorne Waterfront Hotel Singapore
Set along the Singapore River, Grand Copthorne Waterfront Hotel Singapore offers 33 newly refurbished function rooms, including a pillarless Grand Ballroom. Its riverside setting, dedicated Meeting Concierge and access to Havelock and Great World MRT stations make it suited to everything from intimate meetings to large conferences and gala dinners.
Dubai – Grand Millennium Business Bay
Set in Dubai’s dynamic Business Bay district, Grand Millennium Business Bay offers a contemporary setting for board meetings, conferences and corporate gatherings. Its meeting facilities combine modern audiovisual technology and video-conferencing capabilities with dedicated event support, while the hotel’s central location puts guests within easy reach of Downtown Dubai.
Los Angeles – The Biltmore Los Angeles
A historic landmark in downtown Los Angeles, The Biltmore offers 70,000 sq ft of versatile event space across 18 meeting rooms and five ballrooms. These include the Crystal Ballroom and Biltmore Bowl, both notable for their links to Oscar history, alongside dedicated event planning services for conferences, corporate functions and social occasions.
London – Millennium Hotel and Conference Centre Gloucester London
In the heart of Kensington, Millennium Hotel and Conference Centre Gloucester London features one of the city’s largest dedicated conference facilities. Its 29 function rooms include the Orchard Suite, which can accommodate up to 500 guests, supporting everything from intimate meetings to multi-day conferences and gala events.
Suzhou – M Social Hotel Suzhou
Situated in Suzhou Industrial Park, M Social Hotel Suzhou combines contemporary event spaces with a vibrant social atmosphere. Its facilities include a Grand Ballroom and six multifunction rooms, supported by advanced audiovisual technology and modern amenities.
Turning experiences into business value
The value of those memories extends beyond the trip itself. Experiences that bring people closer to one another and to the destination can deepen relationships, spark better conversations and reinforce the business purpose behind gathering in person.
Looking ahead, the future of business events will not be defined by larger ballrooms or more sophisticated technology alone, according to Tan. It will belong to hospitality partners that are able to foster the meaningful connections that continue long after the meeting concludes.
“Ultimately, we want MHR to be recognised as the place Where Business Connects. A trusted hospitality partner that brings together people, ideas and opportunities through meaningful experiences, delivered consistently across the world and designed to create lasting business value,” she says.
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