Millennium Hotels & Resorts has launched a My Millennium guest reward program which the company says will prioritize simplicity, inclusivity, value, immediacy and access for guests. The new system will offer single-tier membership and include new member privileges that enable guests to redeem over 100 rewards, from room upgrades and hotel nights, to shopping experiences with leading brands worldwide, such as Spotify, Uber and Apple. Key features of the program include a member exclusive rate, better than through any other available channels; and My Points, immediately redeemable at point of booking. The benefits, according to the company, will enhance members’ journeys not just within the hotel stay, but throughout their interaction with the property. Frank Kermarrec, CMO, said My Millennium features more personalized lifestyle rewards than programs of competitors.