Major hotel brands are establishing loyalty and distribution partnerships with casino operators. “Database in our world is king. It's so critical to our success and these partnerships between hotel large brands and casino companies are just growing your databases," said Jon Lucas, chief operating officer, Hard Rock International.
Expanding Partnerships to Generate Revenue
“The fun part of our business is always thinking of new and different ways to drive that customer to us versus someone else. It's coming up with partnerships, with cruise lines, or Formula One where we have a sponsorship with the Red Bull team, or partnerships with Lionel Messi," Lucas added. "We've really gotten creative and I think every company's gotten creative in the gaming space to figure out how we can keep driving people to your property through experiences and through other avenues such as partnering on the database.”
Ed Bowers, president of global development, MGM Resorts International underlined the importance of gross gaming revenue as the means to finance the ancillary experiences within a resort. Las Vegas, for example, has relatively small GGR but 35 percent of total revenue comes from only 4 percent of the floorspace, so the ROI is very significant, and it helps fund everything else, he said.
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