MGM Resorts Worldwide launches revamped loyalty program

MGM Resorts Worldwide on Tuesday launched its revamped loyalty program, one which for the primary time brings nongambling clients into the rewards program fold.

The corporate’s new program, which is named MGM Rewards, retains the five-level tiered rewards construction utilized by the earlier M Life Rewards. One of many main modifications that MGM Rewards brings is that loyalty program members will now have the ability to get factors for extra than simply playing, and can earn redeemable foreign money once they spend cash on meals, drinks, leisure, rooms and different nongaming actions on MGM properties.

“We heard that our clients needed to be rewarded for all of their spending,” David Tsai, president of Midwest Group for MGM Resorts, mentioned in an interview Monday.

Stowe Shoemaker, dean of UNLV’s Harrah Faculty of Hospitality and an professional in buyer loyalty packages, mentioned the modifications mirror the general pattern of customer habits in Las Vegas, one which has seen resort clients spending a rising proportion of their journey budgets on leisure, meals and rooms moderately than playing.

“I believe they’re fabulous,” Shoemaker mentioned of the modifications.

By including redeemable foreign money that may be earned by spending cash on nongaming actions, the corporate could have a greater likelihood of maintaining their clients’ {dollars} in MGM properties, he mentioned.

“Each buyer involves Las Vegas with cash of their pockets. And the objective of any firm is to maintain that cash being spent of their enterprise, not another person’s enterprise,” Shoemaker mentioned.

Tsai mentioned the modifications got here after analyzing the M Life program for what clients have been wanting in addition to loyalty packages from resorts, airways and even opponents within the resort business. That resulted in a brand new program that can present extra significant rewards for purchasers within the premium tiers and one that can really feel extra rewarding to gaming and nongaming clients alike throughout the corporate’s U.S. portfolio.

A number of the different main modifications to this system embrace further advantages to the higher-tier packages, equivalent to waiving resort charges for Gold tier and better clients, complimentary tickets to unique MGM Rewards live shows for Pearl tier members and celebration dinners and airfare to Las Vegas for individuals who obtain Platinum tier.

Individuals who play slot machines additionally will get an additional perk below the brand new program, by way of MGM’s new “Slot {Dollars},” that are an extra foreign money that may be earned alongside MGM Rewards factors whereas taking part in slots.

The brand new rewards are in play at MGM Resorts’ whole portfolio of luxurious properties in the US, together with Bellagio, Aria, MGM Grand and Mandalay Bay in Las Vegas; Borgata in Atlantic Metropolis; Beau Rivage in Mississippi; and MGM Nationwide Harbor in Maryland.

Contact Colton Lochhead at [email protected] Comply with @ColtonLochhead on Twitter.