I n this, our second in a series of discussions about the role of non-gaming amenities in both destination and regional gaming markets,
We focus on the extraordinary and ongoing evolution of hotels, and how to assess, strategize and implement change.
The “lens” we use is comprised of five attributes that, when integrated, provide operators.
With a framework to create a comprehensive strategy for developing a new hotel or rebranding and refurbishing an existing one: the strategic assessment lens.
This approach has helped several operators create new development and rebranding strategies for successful restaurants, bars, nightlife, entertainment and retail venues, casinos and hotels.
Consider the following developments in the lodging industry: Highly evolved mobile booking applications.
Proprietary mobile booking apps often include rooms, restaurants, nightlife venues, entertainment and uniquely curated experiences.
This approach provides easy access and convenience to customers and allows the operator to harvest nearly 100 percent of the revenue for company-owned and managed venues.
Booking fees, such as those charged by online travel agents (OTAs), are eliminated.
MGM Resorts International, Wynn and Encore Las Vegas, Boyd Gaming Corporation, Red Rock Resorts,
Eldorado Resorts and others have launched robust and user-friendly mobile booking applications.
Loyalty program partnerships.
Caesars Entertainment’s Total Rewards recently announced a new loyalty partnership with Wyndham Rewards. According to Wyndham and Caesars,
“the move brings immediate benefit of complimentary status match to members of both programs with additional perks slated to come online later this summer.
Once complete, Wyndham Rewards members will have the ability to book Total Rewards destinations directly through Wyndham Rewards channels.”
The Cosmopolitan of Las Vegas offers partner tier benefits to qualified loyalty cardholders at Pennsylvania’s Rivers Casino and SugarHouse Casino.
Hotel room bookings are central to both of these programs, and provide broader distribution and loyalty program benefits to their customers.
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