Insights on Brand Strategy and the Evolving Hospitality Landscape
By Katherine S. Markham, CHME
ConventionPlanit.com
In this exclusive interview, we speak with Alex DeCarvalho, Vice President of Sales, North America for Millennium Hotels and Resorts—a leading international hotel brand. The conversation explores the company’s marketing strategies, its approach to evolving guest expectations, and the future of hotel branding in a competitive global marketplace.
Can you describe your marketing strategy for Millennium Hotels and Resorts?
Naturally, being a smaller brand, our focus is to increase the level of awareness of what Millennium is, what we represent, and of course build trust.
In every market, we look at the local community vibe. We adapt not only our offering, but also the type of food we serve. Our restaurants blend with the local community. Unlike some of the larger hotel brands—where consistency can be both a strength and sometimes a weakness if it becomes bland—we aim to provide something distinctive.
For example, if you visit The Bostonian, you can expect lobster rolls, Boston clam chowder and dollar oysters. We choose a local theme that appeals to both residents and visitors. Our goal is to create experiences that reflect the destination and enhance what guests enjoy about being there.
Essentially, our vision is to increase awareness of what guests can expect from a Millennium Hotel.
Can you share with our meeting planning community the latest developments from your portfolio?
In 2026 we have guest room and public area renovations scheduled for Boston, Chicago and Anchorage.
The most exciting project this year is our upcoming hotel opening in Silicon Valley. M Social Sunnyvale is on track to open September 1, 2026 with 263 rooms. It will feature one of the largest function spaces in an area that currently lacks substantial meeting venues. Our ballroom will accommodate 500–600 guests, along with additional meeting rooms designed for groups of 80–150.
Floor-to-ceiling windows open to an outdoor terrace, which will make it particularly attractive for social functions and special events.
M Social is our youngest brand, introduced about seven or eight years ago. As a lifestyle brand, it incorporates innovative technology, including AI voice-assist in every room. Guests can simply say, “I want some towels,” or order breakfast through voice commands.
We’re also introducing robotic assistance for concierge services, cleaning, parking and security. It’s an exciting opportunity to explore emerging technology—especially in Silicon Valley.
“Customers are very savvy today. We want to offer something more unique — while delivering the quality of service expected from a Millennium Hotel.”
How do you differentiate Millennium Hotels and Resorts in an increasingly competitive marketplace?
Brands will always matter, but today’s customers are very savvy and they look closely at reviews. What are other guests saying about these hotels?
In many ways, travelers have reached a level of maturity. They want something more unique. While they may stay at a large brand hotel and have a perfectly fine experience, they are also open to discovering something distinctive that still delivers the high standard of service they expect.
How do you ensure consistency in brand messaging across multiple properties?
One of our strengths is that we are smaller and more dynamic than many of the larger brands. We encourage diversity in our marketing approach while maintaining brand identity.
We provide brand-identity toolkits and guidelines that are shared across our properties. Most hotels have a dedicated marketing professional along with a brand ambassador who helps coordinate programs and maintain consistency.
We also have very creative young team members who are active on social media, which has proven extremely effective in promoting our restaurants, events and offers within the local community. We encourage content that is on-brand, friendly and professional, supported by guidelines and monitoring from our social media agency.
How do you continue to stand out in today’s marketplace?
The most important factor right now is strong guest satisfaction scores. Ultimately, independent rankings and guest feedback generate visibility and increase the likelihood that potential guests will choose our hotels.
What industry trends do you foresee impacting hotel marketing in the coming years?
The amount spent on search engine advertising and digital marketing continues to grow, but it is becoming increasingly challenging to achieve strong returns on that investment.
The key question for hotels today is how we influence guests to choose our properties. That means finding creative ways to reach and engage them directly.
We are investing more heavily in our loyalty programs, increasing member offers and benefits to encourage guests to stay connected with us. With consumers receiving so many emails and messages, engagement has become even more important. Encouraging guests to welcome communication from us—and delivering value when we do—is critical.
What are your priorities for the year ahead?
In addition to our renovations and the opening of M Social Sunnyvale, we are focused on expanding adoption of our loyalty program to better connect with current and potential customers.
We also continue to listen closely to our guests and partners. Working with organizations like ConventionPlanit.com helps us reliably reach the most current meeting professionals and increase awareness for Millennium Hotels and Resorts within the meetings and events community.











