As family and multigenerational travel evolves, hotels are rethinking what it means to be family-friendly. We look at how Millennium Hotels and Resorts is responding with MyMillennium Kids, creating more immersive, experience-led stays designed to engage every generation.
Family travel is entering an exciting new era. As families increasingly embrace holidays as an opportunity to spend quality time together away from the demands of daily life, the way they travel and what they expect from hotels is changing too.
The continued growth of family and multigenerational travel is creating new opportunities for the hospitality industry. Parents, children, and grandparents may share the same journey, but each generation brings different interests and expectations. For hotels, this means moving beyond traditional family-friendly amenities to create more immersive, experience-led stays that give every generation something to enjoy.
Children are playing a growing role in shaping family travel and influencing holiday plans. Increasingly, hotels are considering how younger guests experience a stay, transforming the property from simply somewhere families return to after exploring a destination, into part of the holiday itself.
This thinking underpins MyMillennium Kids, Millennium Hotels and Resorts’ new dedicated children’s initiative within its MyMillennium loyalty ecosystem. Designed for young travellers aged five to 10, the programme gives children their own journey across participating hotels, beginning with an Adventure Passport that grows with every stay.
MyMillennium Kids marks an important evolution of our global loyalty programme, extending recognition and rewards beyond the primary member to include the whole family. By giving young guests their own programme journey and benefits, we are creating a more inclusive MyMillennium experience that delivers greater value for families across repeat stays and destinations.
said Carolyn Wishnowski, Vice President, Global Branding, Marketing and Loyalty, Millennium Hotels and Resorts.
Launched in participating Asia Pacific properties in August, with Europe and the United States planned for 2027, MyMillennium Kids allows young explorers to collect hotel-exclusive stickers, embark on Side Missions and discover Mini Magical Surprises throughout their stay.
These experiences range from surprise notes from programme mascot Muriel the Cow to creative activities and playful challenges around the hotel. As children collect stickers in their Adventure Passport, they can unlock milestone rewards including a kids’ dessert, Muriel plush toy, a room upgrade on their next stay and MyMillennium Kids merchandise.
For Millennium Hotels and Resorts, this reflects a broader approach to family hospitality, creating meaningful touchpoints for younger guests while enriching the experience for the family.
As multigenerational travel continues to grow, the opportunity for hotels extends beyond simply accommodating families. By designing experiences around how different generations travel, discover and connect, hotels can become an integral part of the family journey.