Marriott, MGM Loyalty Members Could Love New Licensing Agreement

Posted on: July 17, 2023, 03:52h. 

Last updated on: July 18, 2023, 12:40h.

Todd Shriber @etfgodfather Read More
Expertise: Financial, Gaming Business, Mergers and Acquisitions.

Hotel giant Marriott International and MGM Resorts International on Monday unveiled the MGM Collection with Marriott Bonvoy.

Marriott MGM
The MGM Grand on the Las Vegas Strip. Operator MGM Resorts announced a broad licensing agreement with Marriott International. (Image: FOX Business)

That long-term strategic licensing agreement covers MGM’s 17 domestic properties, including those on the Las Vegas Strip and the brand’s regional casino hotels. Starting in October, several MGM Collection with Marriott Bonvoy properties will be available for booking on Marriott.com and on the Marriott Bonvoy mobile app. All MGM venues are expected to be available on those platforms by year-end.

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 US,” said MGM CEO Bill Hornbuckle in a statement.

The news comes less than a week after it was revealed that Hyatt and MGM are severing ties effective September 30. MGM and Marriott have an established relationship by way of the latter being the hotel partner at the Cosmopolitan Las Vegas, which the former acquired last year.

Big Deal for Marriott, MGM Points Enthusiasts

Whether it’s frequent flier miles, hotel points, or tier credits and points accrued at casinos, business and leisure travelers love racking up points.

Marriott and MGM are tapping into that theme, which makes sense, because the two companies are behind two of the largest loyalty programs in the hotel and gaming spaces. MGM Rewards has more than 40 million members, while Marriott Bonvoy has north of 180 million participants.

Under the terms of the licensing agreement, MGM Rewards members can “link accounts with Marriott Bonvoy and receive select member benefits,” while Marriott Bonvoy participants can earn and redeem points at all MGM properties participating in the accord.

“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,” according to the statement.

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 be part of the MGM Collection with Marriott Bonvoy.

Regional Casinos, BetMGM, Too

Five of MGM’s regional casino hotels will also be part of MGM Collection with Marriott Bonvoy. Those are Borgata in Atlantic City, NJ., Beau Rivage in Biloxi, Miss. MGM Grand in Detroit, MGM National Harbor in Maryland, and MGM Springfield in Massachusetts.

Marriott and MGM also announced that BetMGM is bringing on Marriott Bonvoy as its exclusive hospitality loyalty partner.

Amid growth in U.S. sports wagering, sportsbook operators with land-based casinos have linked traditional rewards platforms to sports betting as an avenue to drive bettors to brick-and-mortar gaming venues.