Marriott International and MGM Resorts International have formed an exclusive long-term strategic licensing agreement and created the MGM Collection with Marriott Bonvoy, which will launch in October and encompass 17 of MGM’s resorts, representing more than 40,000 rooms in Las Vegas and other cities across the U.S. Four of the MGM properties are also set to join Marriott soft brands.
Beginning in October, several MGM Collection with Marriott Bonvoy resorts will be available for booking on Marriott’s digital platforms, including Marriott.com and the Marriott Bonvoy mobile app, with all properties expected to be available by the end of the year. These resorts will continue to be available on MGM Resorts’ channels, including MGMRewards.com and the MGM Resorts mobile app.
During a virtual press conference, Bill Hornbuckle, president and CEO of MGM Resorts, said the partnership represents “a significant moment for Las Vegas” and both of the companies. “It expands our reach customer base and offerings and allows us to build on the transformational growth the city has undertaken in recent years,” he said.
“This deal will add iconic hotels in Las Vegas and other compelling destinations across the U.S. to our system,” Marriott International President and CEO Anthony Capuano said during the call. “MGM Collection with Marriott Bonvoy will be the perfect complement to Marriott’s portfolio.”
While the initial term of the agreement is 20 years, Capuano expressed optimism for something more long-term. “My expectation is [that] this will be an extraordinarily fruitful agreement, and before you know it, I'll be banging on Bill's door talking about an extension.”
The New Collection
Of the 17 MGM resorts that will join MGM Collection with Marriott Bonvoy, four properties will also be affiliated with existing Marriott collection brands: Bellagio Resort & Casino will join The Luxury Collection, Aria Resort & Casino will join Autograph Collection, Park MGM will become part of Tribute Portfolio and The Cosmopolitan of Las Vegas will continue its affiliation with Autograph Collection.
Eight MGM resorts in Las Vegas will join MGM Collection with Marriott Bonvoy: Vdara Hotel & Spa, MGM Grand Hotel & Casino, NoMad Las Vegas, The Signature at MGM Grand, Mandalay Bay Resort and Casino, New York-New York Hotel & Casino, Luxor Hotel and Casino, and Excalibur Hotel & Casino.
Five MGM Resorts in other U.S. locations will also join MGM Collection with Marriott Bonvoy: Borgata (Atlantic City, N.J.), Beau Rivage (Biloxi, Miss.), MGM Grand Detroit, MGM National Harbor (Md.) and MGM Springfield (Mass.).
In total, the agreement will increase Marriott's global rooms distribution by 2.4 percent.
During the press conference, Hornbuckle noted the “strong demand” Marriott International customers have had through through MGM's existing relationship with the Cosmopolitan Las Vegas. “The Cosmopolitan, in fact, is a very popular redemption destination for Bonvoy customers,” he said.
Loyalty & Redemption
Through the partnership, members of MGM Rewards will be eligible to link accounts with Marriott Bonvoy and receive select member benefits. Members of Marriott Bonvoy will be able to earn and redeem points for stays at all MGM Collection with Marriott Bonvoy properties.
Marriott International has also entered into a loyalty marketing agreement with BetMGM, MGM Resorts International’s online gaming and sports betting joint venture, for Marriott Bonvoy to become BetMGM’s exclusive hospitality loyalty program partner in the U.S. and Canada. Under this agreement, Marriott and BetMGM will collaborate to provide Marriott Bonvoy members opportunities to earn Marriott Bonvoy points on certain BetMGM transactions, and participate in exclusive games, experiences, and offers on the BetMGM platform. In addition, BetMGM Rewards members will have the opportunity to exchange BetMGM Rewards points into Marriott Bonvoy points.
“We've seen consumers shift spending from goods to experiences, so I'm particularly excited about what this agreement means for Marriott Bonvoy Moments.” Capuano said.