Summary
- MGM Resorts Launches new MGM Rewards program
- Non-Gaming customers now included in new rewards program
- New rewards program designed based on customer feedback and best practices
MGM Resorts International has been working behind the scenes on taking its reward program to the next level. The casino operator recently announced that it was dropping its M Life rewards program and introducing a new rewards program called MGM Rewards.
MGM Rewards – New Program
The new MGM Rewards program will also feature 5 tiers just like the old M Life program. One of the major differences with this rewards program is that it will now include non-gaming customers and allow them to collect reward points for the cash they spend at MGM Resorts.
The rewards program was designed with non-gaming customers in mind as they were also spending money on hotel rooms, entertainment, food and drink and wanted to be rewarded. MGM has now incentivized non-gaming customers to keep spending their money inside MGM properties and collect reward points in return.
The new program also has a number of other changes which include giving more benefits to the top tiers. These rewards include offering special tickets to concerns of Pearl tier members, dropping resort fees for those in the gold tier and higher and sponsoring airfare and dinners to those members who are in the platinum tier.
The new MGM Rewards program will be applicable in the United States and across all MGM owned properties which include MGM National Harbor in Maryland, Mandalay Bay and MGM Grand in Las Vegas, Beau Rivage in Mississippi and the Borgata in Atlantic City.
Player Feedback and Best Practices
MGM Resorts decided to come out with a new rewards program in order to build customer loyalty and give back to its customer base. A special team took into consideration the best practices of other rewards programs in different industries such as airlines, hotels and also other live casino operators in the industry.
These best practices were then studies and the certain aspects were then absorbed into the new MGM Rewards program. The casino operator also took feedback from their customers on their likes and dislikes of the old M Rewards program and then customized the MGM Rewards program accordingly.
Stowe Shoemaker who is an expert in customer loyalty programs and the dean of UNLV’s Harrah College of Hospitality said the new MGM Rewards program was a fabulous program.
About the Author
