Las Vegas-based casino resort giant MGM Resorts International has signed a strategic 20-year licensing agreement with Marriott International, aimed at attracting customers of Marriott to MGM properties across the US. Under the deal, the two companies have formed the new “MGM Collection with Marriott Bonvoy” brand, which will launch in October and include a total of 17 MGM resorts, representing more than 40,000 rooms in Las Vegas and other U.S. cities. The deal comes not even a week after Hyatt and MGM confirmed their much-rumored decoupling.
Beginning in October, several MGM Collection with Marriott Bonvoy resorts will be available for booking on Marriott’s digital platforms, including Marriott.com and the Marriott Bonvoy mobile app, with all properties expected to be available by the end of the year. The resorts will also continue to be available on MGM Resorts’ channels, including MGMRewards.com and the MGM Resorts mobile app. The move is seen as giving Marriott an instant major presence on the Las Vegas Strip while providing its loyalty members with new properties to access with points.
“This historic, long-term agreement brings together two of the most trusted and iconic brands in hospitality and entertainment,” said Bill Hornbuckle, President and Chief Executive Officer of MGM Resorts. “We’ve seen first-hand the strong demand from Marriott International customers through our existing relationship at The Cosmopolitan of Las Vegas, and this new agreement will enable us to further optimize our overall profitability.”
“We’re thrilled to now scale the relationship and offer Marriott Bonvoy members greater distribution access to our award-winning resorts – as well as exclusive event and entertainment opportunities – in Las Vegas and across the U.S.”
MGM goes bigger for its new partnership
Last week, MGM Resorts and Hyatt announced they will be ending a decade-long agreement that allows members of their respective loyalty programs to earn and spend reward points at each other’s properties. After September 30, World of Hyatt members will not be able to use points to book MGM properties.
Now, MGM targets a similar arrangement with Marriott, a suitable partner given a larger scale and global reach than that of Hyatt. As the world’s largest hotel company, Marriott posted sales of $22.2 billion last year, compared to MGM Resort’s $14.1 billion and Hyatt’s $6.3 billion, reports Forbes. Marriott also spans 8,000 properties containing 1.4 million rooms in 139 countries and territories and its Marriott Bonvoy platform boasts 180 million members.
The new agreement will benefit members of both companies’ loyalty programs, just as the previous Hyatt deal did. Members of MGM Rewards will be eligible to link accounts with Marriott Bonvoy and receive select member benefits. For their part, members of Marriott Bonvoy will be able to earn and redeem points for stays at all MGM Collection with Marriott Bonvoy properties.
“We are excited to make MGM Resorts’ incredible properties available on Marriott channels, allowing our members to enjoy Marriott Bonvoy benefits when they stay at MGM Collection with Marriott Bonvoy resorts,” said Anthony Capuano, President and Chief Executive Officer, Marriott International. “We look forward to increasing our global rooms distribution by 2.4 percent as we grow our presence on the Las Vegas Strip and in other compelling destinations across the U.S.”
Of the 17 MGM resorts that will join MGM Collection with Marriott Bonvoy, four properties will also be affiliated with existing Marriott collection brands: Bellagio Resort & Casino will join The Luxury Collection, ARIA Resort & Casino will join Autograph Collection, Park MGM will become part of Tribute Portfolio, and The Cosmopolitan of Las Vegas will continue its affiliation with Autograph Collection.
Eight MGM resorts in Las Vegas will join MGM Collection with Marriott Bonvoy: Vdara Hotel & Spa, MGM Grand Hotel & Casino, NoMad Las Vegas, The Signature at MGM Grand, Mandalay Bay Resort and Casino, New York-New York Hotel & Casino, Luxor Hotel and Casino, and Excalibur Hotel & Casino.
Five MGM Resorts in other U.S. locations will also join MGM Collection with Marriott Bonvoy: Borgata (Atlantic City, New Jersey), Beau Rivage (Biloxi, Mississippi), MGM Grand Detroit (Michigan), MGM National Harbor (Maryland), and MGM Springfield (Massachusetts).
Marriott and BetMGM also partner
Additionally, Marriott and BetMGM have signed a loyalty marketing agreement to make Marriott the exclusive hospitality loyalty program partner of MGM’s online gaming and sports betting brand in the U.S. and Canada.
Under this agreement, Marriott and BetMGM will collaborate to provide Marriott Bonvoy members opportunities to earn points on certain BetMGM transactions, and participate in exclusive games, experiences, and offers on the BetMGM platform. In addition, BetMGM Rewards members will have the opportunity to exchange BetMGM Rewards points for Marriott Bonvoy points. More information about the collaboration will be announced in the fall.
Adam Greenblatt, BetMGM’s Chief Executive Officer, said: “We couldn’t be more excited to be able to offer Marriott Bonvoy Members and our players another suite of incredible perks only found on BetMGM. Our new agreement with Marriott International will create a truly robust rewards program that connects our players and Marriott guests to the full BetMGM omnichannel experience.”
Original article: https://www.yogonet.com/international/news/2023/07/17/67935-mgm-signs-longterm-loyalty-partnership-hotel-collection-agreement-with-marriott
