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Nevada casino chains partnering with hotel chains

Profile Photo By: H L
March 7, 2014

Nevada casino chains partnering with hotel chains

Hospitality News: Las Vegas, NV - April 16: Luxury hotel Cosmopolitan on April 16, 2011 in Las Vegas, USA. The Cosmopolitan is a luxury resort located on the Las Vegas Strip opened on December 15, 2010
Las Vegas, NV - April 16: Luxury hotel Cosmopolitan on April 16, 2011 in Las Vegas, USA. The Cosmopolitan is a luxury resort located on the Las Vegas Strip opened on December 15, 2010

Time was, gamblers didn?t even want credit card companies maintaining a record of their time in Las Vegas.

Now, visitors want loyalty points from mainstream hotel chains for the days they spend holed up in Strip casinos.

Casino corporations MGM Resorts International and Caesars Entertainment Corp. have both announced loyalty program partnerships with major hotel chains (Hyatt and Starwood, respectively). The independent Strip casino the Cosmopolitan is also partnering with a hotel chain, striking a deal with Marriott.

The deals enable customers to earn and redeem loyalty points with both the hotel and casino chains, and also hold out the promise of enabling visitors to experience Las Vegas like a high roller, if they have enough points.

The Caesars partnership also applies to Harrah?s Reno, Harrah?s Lake Tahoe and Harveys Lake Tahoe. It was unclear Tuesday afternoon if the MGM partnership applied to Circus Circus Reno.

The partnerships give the hotel chains a presence in one of the country?s biggest tourist destinations, and helps the casinos in their effort to market themselves as more than places to gamble.

MGM owns 12 properties on the Las Vegas Strip, including the MGM Grand and Bellagio. Caesars owns nine on the Las Vegas Strip, including Planet Hollywood and the Flamingo.

MGM announced the partnership over the summer, followed by Caesars in December, and the Cosmopolitan in January.

Caesars celebrated the announcement with a junket for national hotel reporters, including a stay at Caesars Palace, VIP seats at Britney Spears? Las Vegas show, and free spa service. Rewards programs participants can experience similarly luxurious moments, though it might take a while.

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Source RGJ, http://www.rgj.com/viewart/20140304/BIZ04/303040044/Nevada-casino-chains-partnering-hotel-chains

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