This long-term license agreement also came with the signing of a loyalty marketing agreement to make Marriott Bonvoy the exclusive hospitality loyalty programme partner of BetMGM.
A new hotel collection
Following the signing of this long-term strategic licensing agreement, the MGM Collection with Marriott Bonvoy will launch in October 2023. Encompassing 17 of MGM’s resorts, the collection will represent more than 40,000 rooms in Las Vegas and other U.S. cities.
“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, 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.”
Anthony Capuano, President and Chief Executive Officer, Marriott International, commented: “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.”
“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.”
An impressive portfolio
From October, several of these MGM Collection with Marriott Bonvoy resorts will be bookable across Marriott’s digital platforms, in addition to MGM Resorts’ own channels, with all properties expected to be available through Marriott platforms by the end of 2023.
Four of these 17 properties will also be affiliated with existing Marriott collection brands. Bellagio Resort & Casino will become a part of The Luxury Collection, ARIA Resort & Casino is joining Autograph Collection, Park MGM is becoming a part of Tribute Portfolio and The Cosmopolitan of Las Vegas will continue to be a part of Autograph Collection.
In Las Vegas eight properties – 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 – will join the new collection.
These will be joined by five properties – Borgata in Atlantic City, Beau Rivage in Biloxi, MGM Grand Detroit, MGM National Harbor in Maryland and MGM Springfield in Massachusetts – in other U.S. locations.
Benefits for loyalty members
This agreement benefits members of both companies’ loyalty programmes as members of MGM Resorts’ loyalty programme become eligible to link accounts with Marriott Bonvoy and members of the Marriott Bonvoy loyalty programme gain the opportunity to earn and redeem points with MGM Collection with Marriott Bonvoy properties. Members will also benefit from a series of new experiences.
With Marriott Bonvoy also becoming BetMGM’s exclusive hospitality loyalty programme partner in the U.S. and Canada, Marriott Bonvoy members will be able to earn Marriott Bonvoy points on certain BetMGM transactions and participate in exclusive games. BetMGM Rewards members will also be able to exchange BetMGM Rewards points for Marriott Bonvoy points.
Adam Greenblatt, BetMGM, 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 programme that connects our players and Marriott guests to the full BetMGM omnichannel experience.”