Marriott and MGM Resorts International have formed a groundbreaking partnership to enhance their loyalty programs and provide customers with more redemption options. In the collaboration, MGM guests in the United States can earn Marriott Bonvoy rewards points, while Bonvoy members will gain access to 17 MGM properties for point redemption.
This strategic alliance aims to target frequent and business travelers who prioritize accumulating rewards by staying loyal to specific hotel brands. Loyalty programs play a crucial role in driving business and setting competitors apart in the gradually recovering travel industry post-pandemic.
MGM’s 40,000 rooms will increase Marriott’s global portfolio offerings by 2.4%. With over 180 million members, Bonvoy currently offers limited hotel options for reward point redemption on the Las Vegas Strip, primarily limited to the Cosmopolitan, which MGM acquired in 2022. However, once the partnership launches in the fall, Bonvoy members will have the opportunity to redeem their rewards at 12 additional resorts on the Strip and five more MGM resorts nationwide.
Marriott CEO Tony Capuano expressed enthusiasm about the partnership, highlighting MGM Resorts’ contributions to the portfolio, including entertainment, high-end culinary experiences, and unique offerings. He emphasized that this collaboration presents an exciting opportunity for Bonvoy members.
Furthermore, Capuano revealed that Marriott recently raised its revenue per available room projections due to a surge in group business this year. Although the convention industry is still recovering from the impact of the pandemic, the calendar is filled with conferences, raising hopes for improved results, particularly with increased international visitation. Las Vegas remains a prime destination for conventions and meetings in the United States.
Regarding the competitive advantage the Bonvoy program brings to MGM in group business, MGM CEO Bill Hornbuckle confidently stated that the answer is a resounding yes, positioning MGM favorably against rivals like Caesars.
Moreover, the partnership with Marriott could grant MGM an edge in its sports betting business, BetMGM, which is co-owned by Entain. Customers of MGM’s sportsbook will earn Bonvoy points on certain transactions, and Bonvoy members will encounter marketing for MGM sportsbooks on the Marriott site.
In conclusion, the Marriott and MGM Resorts International partnership marks a significant step forward in enhancing loyalty programs and offering customers a wider range of benefits. This collaboration not only expands Marriott’s global presence but also strengthens MGM’s position in the competitive sports betting realm.
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