Cross-marketing has always been a technique used by casinos, but it is really picking up steam these days. Umbrella companies send offers to customers, not just for their home casinos but for sister – brother? – properties. Caesars Entertainment is big on this. We get invitations to their properties across the country, many we have never visited before. And this is not happening just within one mother company. MGM has a partnership with Ameristar properties. Recently I received an e-mail from the Hard Rock in Vegas (where we used to play), inviting me to take advantage of discounted prices at their “affiliate resort,” the Atlantis in the Bahamas.
However, this partnership concept is spreading rapidly, not just between casinos but between casinos and other types of businesses, i.e. cruise lines. One of the first, and still the strongest due to the same ownership, was between Caesars and Norwegian Cruise lines. A couple who plays heavily at Caesars properties could probably take advantage of a comped or almost-free cruise every other month. MGM has a partnership with Royal Caribbean. And Penn National Gaming has struck a marketing deal with Carnival Cruise Lines beginning in April for most of their casinos. (However, M Casino in Henderson is not yet being included although probably will be at some future date.)
Then there are casino partnerships with other businesses. MGM is a partner with Hyatt Hotels and Southwest Airlines, to name a couple. Go to https://www.mlife.com/pages/preferred_partners.html for a complete list. Caesars and Starwood Hotels have just started reciprocal loyalty programs. Caesars also has partnered with Hawaiian Airlines and is part of the Fuel Rewards Network. Go to the Total Rewards Web site for a complete list of TR alliances.
What does all this new partnership action mean to the gambler? Depends on what your interests are, of course, but if you like to travel, this may add extra value to your casino play. I encourage comments from any of you who have had personal experience in this area, both the good and the bad of these possibly valuable “extras.”