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SINGAPORE, 21 May 2026 – Singapore’s stable economic environment has enabled most of its key sectors to expand across the wider business landscape, resulting in the hotel sector’s 4% year on year brand value growth to USD1.1 billion this year, across eight brands. Millennium Hotels and Resorts (brand value up 25% to USD526 million) retains its position as Singapore’s most valuable hotel brand in 2026. Its noteworthy brand value jump also makes it the country's fastest growing hotel brand. MHR’s performance drives it up three spots, making it the 27th most valuable brand in the Singapore 100 2026 report. The brand’s achievement this year can be attributed to its diverse offerings, which extend beyond hospitality. M Social, the hotel chain’s lifestyle brand, drove engagement, appealed to younger demographics, and attracted visitors seeking unique experiences, while the relaunch of MyMillennium in 2024 provided travellers with incentives to visit the hotel and receive exclusive offers and experiential rewards. Additionally, the hotel chain’s brand strength has shown a significant rise, leaping 23 spots to become the 50th strongest Singaporean brand, earning a Brand Strength Index (BSI) score of 61.6/100 (up from 54.8/100 in 2025) and an A+ brand strength rating, marking a notable improvement from 2025. The hotel’s rising brand strength is driven by its reputation as a trustworthy and reliable choice for visitors, due to its location, availability, and accessibility. The brand’s commitment to Environmental, Social, and Governance (ESG) sustainability initiatives has also contributed to this rise, which supports a more modern brand profile, particularly in higher-end segments. Alex Haigh, Managing Director Asia Pacific, Brand Finance, commented: “Singapore’s hotel sector has delivered resilient growth this year, supported by strong international visitor recovery, a robust events pipeline, and high occupancy rates, driving a 4% increase in total brand value. Millennium Hotels and Resorts stand out as a key outperformer, with significant brand value growth reflecting the strength of its diversified offerings, strategic positioning, and ability to engage evolving traveller preferences in a competitive landscape.” Kwek Eik Sheng, Executive Director, Millennium Hotels and Resorts commented: “Being recognised once again as Singapore’s No.1 hotel brand and the nation’s fastest-growing hotel brand is an achievement we are deeply proud of. More importantly, it reflects the trust our guests place in us and the dedication of our teams across the world who bring our brands to life every day. As a global hospitality company with 145 hotels across 80 destinations, our focus has always been on building brands that remain relevant, distinctive, and meaningful to today’s travellers. Over the past year, we have continued to strengthen our global presence while investing in the areas that matter most to our guests, elevating experiences, enhancing service consistency, expanding lifestyle offerings such as M Social, and growing the MyMillennium loyalty ecosystem. This award represents more than brand growth. It is a reflection of our people, our culture of hospitality, and our long-term commitment to creating memorable stays delivered with genuine care. We are also encouraged by the growing recognition of our sustainability ecorts and the stronger connections we continue to build with our guests, partners, and communities worldwide.” Cinn Tan, Chief Commercial OQicer, Millennium Hotels and Resorts commented: “This recognition reflects the strong commercial momentum we have built across our global portfolio and the effectiveness of our continued transformation efforts in an increasingly competitive marketplace. Over the past year, we have focused on strengthening our commercial capabilities through more strategic distribution, enhanced digital performance, and deeper partnerships that expand our reach across key markets and customer segments. At the same time, we are leveraging data, technology, and customer insights more strategically to create increasingly personalised and seamless experiences throughout the guest journey. The continued growth of MyMillennium has played an important role in this strategy, allowing us to deepen guest engagement, strengthen loyalty, and deliver more relevant offerings at scale. Looking ahead, we will continue accelerating our commercial transformation agenda by investing in digital innovation, organisational agility, and strategic growth opportunities that drive long-term value across our brands and markets worldwide.” Experience award-winning hospitality with Millennium Hotels and Resorts. Join MyMillennium to enjoy exclusive offers, rewards, and memorable stays worldwide.
