Las Vegas Blog 2017 - What's Happening In Vegas

Comparing The Top Las Vegas Loyalty Programs

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The casino business is one of the most competitive and cut throat industries in the world where operators are constantly trying to out-innovate and out-market against their competitors. This puts consumers in quite a unique position when they visit Las Vegas, since this ultra competitive business environment forces the hotels and casinos to go above and beyond to build their customer’s loyalty.

I’ve always been fascinated by rewards programs from a business perspective and how each operation determines when, who and how much to give in their endeavors to captivate their customers. Recently here on VegasGuy.com, we completed reviews of the 3 major comp programs in Las Vegas including Total Rewards (Caesars properties), Mlife (MGM properties) as well as Identity (The Cosmopolitan).

programsEach of these programs has their own nuances, formulas and rewards for attracting and retaining guests /casino players, so we thought it would be a good idea to take a look at how an average consumer would fare under each of these loyalty programs. The great thing about Las Vegas is if you have money to spend (especially in the casino) these days it’s pretty easy to build status with a group of hotels and pretty much ensure that future trips will be either heavily discounted or completely free of charges.

The Scenario:

Let’s assume that the average person coming to Vegas has the following budget for a 4-day trip:

  • Hotel Room Costs – $250/Night
  • Food and Beverage – $125/Day
  • Gambling Budget – $250/Day (for simplicities sake, all spent on Slots)

Now let’s take a look at how this consumer would be treated by the top loyalty programs in Vegas.

Total Rewards:

  • Hotel Spend – $1,000 = 1,000 Reward Credits and 1,000 Tier Credits
  • Food/Beverage Spend – $500 = 500 Reward Credits and 500 Tier Credits
  • Gambling – $20,000 Wagers on Slots (assume 5% hold) = 4,000 Reward Credits and 4,000 Tier Credits

Total Earned: 5,500 rewards credits (worth $55 against you bill) and 5,500 tier credits (bumps you to platinum status in the program) which will give you access to future discounted or comped rooms.

Mlife:

  • Hotel Spend – $1,000 = 25,000 Tier Credits
  • Food/Beverage Spend – $500 = 12,500 Tier Credits
  • Gambling – $20,000 Wagers on Slots (assume 5% hold) = 6,666 Base Points and 66,666 Tier Credits

Total Earned: 104,166 Tier Credits (Gold status) with perks such as 20% bonus on point earning, priority check-in and VIP access to the night and day club. You would also accumulate 6,666 base points on your casino play which would qualify you for $66.66 in express comps and $66.66 in free play on you card.

Identity Club:

  • Hotel Spend – $1,000 = 5,000 Identity Points
  • Food/Beverage Spend – $500 = 2,500 Identity Points
  • Gambling – $20,000 Wagers on Slots (assume 5% hold) = 8,000 Identity Points

Total Earned: You would accumulate a total of 15,500 Identity Points (Sterling status) which qualifies you for one free night per year, 2 times multiplier on casino points 2 for 1 buffet and VIP line access.

So What’s The Best Bet?

Based on the scenarios above you’d be best to play at either MGM properties or the Cosmo where you would earn the most bang for your buck. Personally we’d take the Mlife program over the rest since it has a lot of different properties you can stay at and we like the flexibility of express comps and free play.

The biggest benefit for Cosmo is the free night stay (worth $250-$300) which is a good option if you plan to visit Vegas more than once per year, however in the long run Mlife probably makes the most sense.

Keep in mind also that these are just “front end” benefits that are guaranteed, but most players will also receive other offers from corporate marketing that include free rooms, dining, free play and much more.

 

 

Jack
Jack is the founder of VegasGuy.com and is super passionate about anything and everything related to Las Vegas. He manages site operations to ensure everything runs smoothly.
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5 Comments
  • Dberrymd@hotmail.com'
    David Mar 17,2017 at 5:45 am

    I have put all my resources in TR. during my last 4 day stay earned about 10,000 tier points. However, very unhappy with services. Does M life offer any type of transfer of credit? Do I just have to start over? What about the M life credit card?

    • Jack Mar 17,2017 at 5:47 am

      Hey David,

      Thanks for your message. As far as I know Mlife wouldn’t offer any transfer of credits from TR. What I’d suggest you do is reach out to a host at the Mlife property you are interested in and let them know your level of play and that you are unhappy with Total Rewards. It’s pretty likely they’ll set you up at their property with some kind of offer and you can start earning points there.

  • jhibs101@aim.com'
    Jack Hibbons Oct 19,2016 at 9:01 am

    Thanks for doing the work for all of us! This is really good to know, since you might as well get the most back that you can. I’ve been frequenting Vegas for years, as has much of my family, yet we’ve never really taken full advantage of the loyalty programs. My mother is there every couple months, so ill ensure she gets signed up with Mlife. Thanks for the info!

  • lmarl72936@gmail.com'
    Leo Oct 16,2016 at 3:47 pm

    IDK about that.. for years 2014 & 2015 and half of 2016 I only gambled enough to make Platinum Status at Caesars Properties up until recently i finally made Diamond. I go to a Caesars property once a month on average and usually stay 2 nights. I have never once paid for a room outside of taxes and resort fees. Almost Every time i book online, the room is free even on the weekends. Only once i had to pay and that was during the River Regatta Event in Laughlin.
    Also, As a recent Diamond member, I get two free shows per month and the Diamond lounges are def worth it.

    • Jack Oct 30,2016 at 5:25 am

      Thanks for your comments Leo. Agreed that Caesars is very generous with giving out free rooms to players, and they can do this more freely against say the Cosmo since their room cost is significantly cheaper at most of their properties. This article was meant to compare point earning in each program as it relates to rewards to highlight who is the best. When it comes to up front comps for rooms, a lot of that is usually decide behind the scenes based on their segmentation models – you can reach more about Caesars on this page – https://www.vegasguy.com/cet-total-rewards/

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