Millennium Hotels & Resorts launches Dine More. Earn More. loyalty campaign

At its core, the campaign is simple yet effective: members receive 1,000 bonus MyPoints when they spend from USD $75 on a single bill at participating restaurants. The structure becomes even more attractive for higher-tier members, with Silver and Prestige tiers benefiting from accelerated earning. Silver members who spend USD $200 or more earn double MyPoints, while Prestige members spending USD $300 or more earn triple, on top of the fixed bonus. This stacking mechanism ensures that loyal guests are consistently rewarded, encouraging repeat visits and higher spend per transaction.

For the UK and EU market, where consumers are increasingly selective about where and how they dine, such incentives are well-timed. Hotel restaurants, overlooked in favour of standalone venues, are being reintroduced as dynamic, high-quality dining options. From elevated Korean steakhouse dining at Korean Grill Kensington and waterfront dining at The Anchor at Chelsea Harbour to British classics at North Sixty4 and the Southeast Asian cuisine of The Bugis Singapore Restaurant, MHR’s participating venues are leveraging ‘Dine More. Earn More.’ to drive footfall, particularly during off-peak periods such as weekday lunches and early evening service.

The campaign also aligns with a wider industry trend: the integration of loyalty programmes into the dining experience. Rather than being confined to room nights, loyalty is becoming a holistic ecosystem, encompassing food, beverage, and social occasions. For operators, this creates an opportunity to build deeper relationships with guests, capturing data, encouraging return visits and increasing lifetime value.

Importantly, ‘Dine More. Earn More.’ is accessible. Membership to MyMillennium is free, lowering the barrier to entry and broadening its appeal to both hotel guests and local diners. This inclusivity is particularly relevant in urban UK markets, where attracting a neighbourhood audience is key to sustaining year-round trade.

As dining habits continue to evolve, initiatives like this signal a future where loyalty is earned not just through stays, but through every shared meal, every casual drink, and every memorable moment at the table.

Join MyMillennium today for free and unlock a world of benefits
 
Find all participating Dine More. Earn More restaurants and bars