MullenLowe Singapore & Millennium Hotels and Resorts launch operating hotel in the metaverse

MullenLowe Singapore has helped Millennium Hotels and Resorts launch M Social Decentraland this month, making it the world’s first hospitality group to operate a hotel in the metaverse. Modelled on different M Social hotels around the world, the new hotel encapsulates M Social’s brand essence of being a trendsetting lifestyle and aims to be a place for all to gather and discover the virtual reality universe of Decentraland.

Located near Genesis Plaza, at the heart of Decentraland, M Social Decentraland sits on prime digital land. Similar to its brick-and-mortar sister hotels, it is positioned as a hub for explorers keen to discover new experiences and connect with like-minded individuals. The team at MullenLowe Singapore helped create the virtual hotel which flaunts a giant “M” on each of its four sides, with glass exteriors and neon pink accents creating a sleek interior look.

Guests who step inside M Social Decentraland can interact with an avatar that welcomes everyone in the lobby. The avatar guides guests on a journey of discovery through the hotel. Those who reach the top of Decentraland, and share a screenshot of their Avatar with #MSocialDecentraland on their social channels, stand a chance to win real world hotel surprises.

Abhishek Goyal, Head of Digital, MullenLowe Singapore, said: “With an explosion of interest and audience engagement in the Metaverse, we’ve embraced the challenge to capitalise on opportunities this new virtual world offers a hospitality brand like Millennium Hotels and Resorts, and we believe being the first hotel to operate in the metaverse means they’re at the forefront of tapping those opportunities. We’re sure that this will be the first of many initiatives designed to bring virtual and real world solutions closer together for M Social and its guests.”

“The hospitality landscape is rapidly evolving. We are embracing different technologies to engage customers and enhance guest experiences. The metaverse is one such avenue that presents a myriad of opportunities for us to create unique social connections with our guests,” said Mr. Saurabh Prakash, Group Senior Vice President, Commercial for Millennium Hotels and Resorts. “M Social Decentraland will enable us to reach out to new and existing customers in both the physical and virtual world with online connection to offline engagement.”

Guests can also look forward to treasures and surprises when they visit MSocial Decentraland. Future integration for the hotel will include linkage to the M Social website and special events to mark special occasions like Valentine’s Day and New Year’s Day.

Guests can visit the new M Social Decentraland at https://meta.msocial.com or head to coordinates (40,-5) on the map.