Millennium Hotels and Resorts (MHR) has launched Where Business Connects, a new global campaign designed to capture rising demand for experience-driven corporate events.
The strategy combines MHR’s international venue portfolio with localised destination experiences to move beyond traditional, boardroom-only meeting formats.
The initiative comes as Asia-Pacific solidifies its standing in the global business events sector. The region accounted for over 44 per cent of global business events revenue in 2025 and is projected to expand from US$469 billion to US$925 billion by 2035.
“The future of business events is not about offering more meeting space – it is about creating more meaningful connections. Today’s organisers are looking for venues that inspire collaboration, reflect the character of the destination, and deliver lasting value for delegates,” said Cinn Tan, chief commercial officer at MHR.
The rollout follows recent industry recognition for MHR’s event spaces. The Grand Copthorne Waterfront Hotel in Singapore – one of MHR’s primary MICE properties featuring 33 function rooms and 6,200m2 of venue space – was recently awarded the ASEAN MICE Venue Award 2026 in the Meeting Room Category.
To incentivice bookings, MHR is offering triple loyalty points for contract signatories through its MyMillennium programme for qualifying business events booked between June 15, 2026, and June 14, 2027.
MHR currently operates more than 145 properties across four continents, with brands including Grand Millennium, M Social, The Biltmore, and Millennium Hotels.
