THE COSMOPOLITAN OF LAS VEGAS NOW INTEGRATED INTO MGM REWARDS LOYALTY PROGRAM
Rhea-AI Summary
The Cosmopolitan of Las Vegas has been officially integrated into MGM Rewards, allowing members to earn and redeem rewards at this luxury resort. This integration marks a significant milestone, introducing The Cosmopolitan's amenities to a broader audience while offering its loyal guests access to over 20 MGM Resorts properties nationwide.
Former Identity members of The Cosmopolitan can now enjoy perks across MGM Resorts' portfolio, including access to over 40,000 hotel rooms, 400+ restaurants and bars, and world-class entertainment. MGM Rewards members with select Tier Status will benefit from enhanced perks at The Cosmopolitan, such as priority access, waived resort fees, and various credits.
The integration process involved transferring Identity Points to MGM Rewards Points and SLOT DOLLARS®. The Cosmopolitan will maintain its affiliation with Marriott Bonvoy's Autograph Collection brand and participate in MGM Collection with Marriott Bonvoy.
Positive
- Integration of The Cosmopolitan into MGM Rewards, expanding earning and redemption options
- Access to over 20 MGM Resorts properties for former Cosmopolitan Identity members
- Enhanced tier benefits for select MGM Rewards members at The Cosmopolitan
- Seamless transfer of Identity Points to MGM Rewards Points and SLOT DOLLARS®
- Continued affiliation with Marriott Bonvoy's Autograph Collection brand
Negative
- None.
Insights
The integration of The Cosmopolitan into MGM Rewards marks a significant shift in Las Vegas' loyalty program landscape. This move strengthens MGM's position in the luxury segment and expands its reach to a new demographic of high-end travelers. The Cosmopolitan, known for its distinctive brand and clientele, brings over 3,000 guestrooms and a 100,000-square-foot casino into the MGM portfolio.
From a competitive standpoint, this integration poses a challenge to other major players like Caesars Rewards. MGM now offers a more comprehensive luxury experience across its properties, potentially drawing customers away from competitors. The addition of The Cosmopolitan's unique amenities and dining options enhances MGM's value proposition, particularly for high-tier loyalty members.
However, there are potential risks to consider. The Cosmopolitan's brand identity, which has been a key differentiator, may be diluted as it becomes part of the larger MGM ecosystem. MGM will need to carefully balance maintaining The Cosmopolitan's unique character while integrating it into the broader rewards program.
Financially, this move should drive increased cross-property visitation and spending. The ability for MGM Rewards members to earn and redeem points at The Cosmopolitan could lead to higher overall engagement and loyalty across the MGM portfolio. This integration also provides MGM with valuable data on The Cosmopolitan's customer base, enabling more targeted marketing and personalized experiences.
The integration of The Cosmopolitan into MGM Rewards represents a significant enhancement to MGM's loyalty program. This move expands the program's reach, offering members access to one of Las Vegas' most prestigious properties. The integration aligns with current trends in the hospitality industry, where loyalty programs are increasingly focusing on providing diverse, high-value experiences to members.
A key strength of this integration is the seamless transfer of Identity Points to MGM Rewards Points and SLOT DOLLARS®. This approach minimizes friction for existing Cosmopolitan customers, encouraging continued engagement. The immediate qualification for FREEPLAY offers, promotions and discounted rooms across all MGM properties is a strong incentive for former Identity members to activate their new MGM Rewards accounts.
The expanded benefits for higher-tier members, including priority access lines, waived resort fees and air travel credits, add substantial value to the program. These perks are likely to drive increased loyalty and potentially encourage members to strive for higher tier status.
However, MGM must navigate the challenge of maintaining the exclusivity associated with The Cosmopolitan while integrating it into a broader rewards program. There's a risk of diluting The Cosmopolitan's brand if not managed carefully. Additionally, the continued affiliation with Marriott Bonvoy's Autograph Collection adds complexity to the loyalty landscape, which could potentially confuse some customers.
Overall, this integration significantly enhances MGM Rewards' value proposition, potentially driving increased customer retention and acquisition across MGM's entire portfolio.
Resort's addition to MGM Rewards portfolio allows members to earn and redeem at one of
"This marks an important milestone for The Cosmopolitan as we become fully integrated into MGM Rewards, introducing our resort amenities to a broad new audience while offering our loyal guests unparalleled access to iconic destinations across
Former Identity members of The Cosmopolitan can now unlock perks at over 20 MGM Resorts' properties nationwide including access to more than 40,000 hotel rooms and luxury suites, over 400 restaurants and bars and world-class entertainment offerings. With the integration, MGM Rewards members with select Tier Status are invited to enjoy their enhanced tier benefits at The Cosmopolitan, including priority access lines, waived resort fees, air travel credits, dining credits and cruise offers.
Anil Mansukhani, VP of Loyalty for MGM Resorts, said, "Integrating this beloved resort into MGM Rewards enhances our ability to deliver unforgettable moments and unprecedented access for our members at one of the most celebrated resorts in the city. This is an exciting step in the program's continued evolution as we deliver a truly seamless loyalty experience throughout all of our resorts nationwide."
Identity Points accumulated in The Cosmopolitan's former Identity rewards program through July 29 have been transferred to those members' MGM Rewards accounts as MGM Rewards Points and SLOT DOLLARS® and members immediately qualify for FREEPLAY offers, promotions and discounted rooms at all MGM Resorts' destinations, consistent with program rules. Former Identity members who were not MGM Rewards members at the time of the integration simply need to activate their newly created MGM Rewards account, while those former Identity members who were existing MGM Rewards members at the time of the integration will see their balances updated in their existing MGM Rewards account.
To view the full tier-by-tier benefits for MGM Rewards, visit MGM Rewards Tier Benefits.
To view additional details about the program integration, visit the MGM Rewards FAQs.
The Cosmopolitan will continue its affiliation with Marriott Bonvoy's Autograph Collection brand and participate as part of MGM Collection with Marriott Bonvoy, which was created as a result of a long-term licensing agreement between MGM Resorts and Marriott International announced in 2023.
All members can now visit the MGM Resorts website or download the MGM Rewards app to make hotel and dining reservations at The Cosmopolitan and track their MGM Rewards balances and Tier Status.
To sign up for MGM Rewards, visit https://bit.ly/MGMRewardsSignUp
About MGM Rewards
MGM Rewards is MGM Resorts International's premier lifestyle loyalty program that allows its 44 million members to earn benefits and rewards for virtually every dollar they spend throughout the company's domestic destinations in
About The Cosmopolitan of
The Cosmopolitan of Las Vegas is a unique luxury resort and casino that offers a decidedly different perspective. Located in the heart of the Las Vegas Strip, The Cosmopolitan's distinct vertical multi-tower design features more than 3,000 guestrooms with residential living spaces, private terraces and breathtaking views of the city skyline. Luxury amenities include a premier lineup of world-class culinary experiences; an intriguing mix of bars, nightclubs and entertainment venues; 100,000-square-foot-casino; award-winning spa, salon and fitness center; unrivaled pool district and an eclectic line-up of hand-selected boutiques. For more information visit: cosmopolitanlasvegas.com and follow us on Instagram, Twitter and Facebook.
Forward-Looking Statements
Statements in this release that are not historical facts are forward-looking statements, within the meaning of the Private Securities Litigation Reform Act of 1995, as amended, and involve risks and/or uncertainties, including those described in MGM Resorts' public filings with the Securities and Exchange Commission. Forward-looking statements can be identified by the use of forward-looking terminology such as "believes," "expects," "could," "may," "will," "should," "seeks," "likely," "intends," "plans," "pro forma," "projects," "estimates" or "anticipates" or the negative of these words and phrases or similar words or phrases that are predictions of or indicate future events or trends and that do not relate solely to historical matters. MGM Resorts has based forward-looking statements on management's current expectations and assumptions and not on historical facts. Examples of these statements include, but are not limited to, MGM Resorts' expectations regarding the transition and integration of The Cosmopolitan of Las Vegas loyalty program to the MGM Rewards loyalty program and its anticipated benefits to MGM Rewards members. These forward-looking statements involve a number of risks and uncertainties. Among the important factors that could cause actual results to differ materially from those indicated in such forward-looking statements include risks related to MGM Resorts' ability to transition and integrate the loyalty program on the terms described herein or at all, the effects of economic conditions and market conditions in the markets in which MGM Resorts operates and competition with other destination travel locations throughout the United States and the world, the design, timing and costs of expansion projects, risks relating to international operations, permits, licenses, financings, approvals and other contingencies in connection with growth in new or existing jurisdictions and additional risks and uncertainties described in MGM Resorts' Form 10-K, Form 10-Q and Form 8-K reports (including all amendments to those reports). In providing forward-looking statements, MGM Resorts is not undertaking any duty or obligation to update these statements publicly as a result of new information, future events or otherwise, except as required by law. If MGM Resorts updates one or more forward-looking statements, no inference should be drawn that it will make additional updates with respect to those other forward-looking statements.
CONTACT: Robert Flicker, RFlicker@kirvindoak.com
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SOURCE MGM Resorts International
FAQ
When did The Cosmopolitan of Las Vegas integrate into MGM Rewards?
What benefits do MGM Rewards members now have at The Cosmopolitan?
How were The Cosmopolitan's Identity Points transferred to MGM Rewards?
Will The Cosmopolitan maintain its affiliation with Marriott Bonvoy?
How many properties can MGM Rewards members now access with the addition of The Cosmopolitan (MGM)?
