Dive Brief:
- MGM Resorts International’s MGM Rewards loyalty program expanded its tier match benefits with Marriott Bonvoy, the resort company announced Tuesday.
- Pearl- and Gold-level MGM Rewards members will now enjoy matching Marriott Bonvoy Silver Elite and Gold Elite tier status, respectively. Previously, only Platinum- and Noir-level MGM Rewards members had matching tier status.
- Marriott International and MGM’s loyalty tie-up, MGM Collection by Marriott Bonvoy, was created through a strategic licensing agreement announced in July 2023. Since then, the collection has outperformed both companies’ expectations, with MGM CEO Bill Hornbuckle noting on a February earnings call that the partnership was responsible for 660,000 room nights in 2024.
Dive Insight:
MGM Collection by Marriott Bonvoy began accepting reservations in March 2024. The collection allows Marriott Bonvoy members to earn and redeem points at MGM properties including MGM Grand Hotel & Casino and Bellagio Las Vegas.
Through the collection, Marriott converted some 31,000 rooms at MGM properties in Las Vegas under its reservation system.
In December, Marriott converted MGM’s Delano Tower at Mandalay Bay to the W Las Vegas, “which has significant brand recognition and will now allow the resort to benefit from the Marriott distribution system and Marriott Bonvoy program,” Hornbuckle said on February earnings call.
The expanding Marriott Bonvoy tier matches were part of a suite of loyalty perks MGM Rewards rolled out Tuesday.
Those perks included “elevated” access to Royal Caribbean and Celebrity Cruises for MGM Rewards Platinum and Noir members.
All tiers of rewards members can also earn Milestone Rewards between their tier status achievements, as well as added perks when achieving each status, such as celebration credits at MGM Resorts and air travel credits for flights to Las Vegas.
Hyatt Hotels is also betting on Las Vegas through its own loyalty tie-up with The Venetian Resort, which was announced in December.
Loyalty program partnerships and coalition loyalty programs are growing in popularity among business executives, according to the 2024 EY Loyalty Market Study, which found that 45% of corporate employees surveyed said they planned to create a rewards ecosystem in the next year.
