Marriott, MGM Share Details of Points Partnership

Posted on: January 16, 2024, 09:20h. 

Last updated on: January 17, 2024, 03:40h.

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

Marriott International and MGM Resorts International have finally shared details of their upcoming customer loyalty partnership, 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, some details of which were released on Tuesday. (Image: FOX Business)

While the program won’t feature a conversion of Marriott Bonvoy points to MGM Rewards, it will go the other way, with gold members of MGM Rewards being eligible for Marriott Bonvoy Silver Elite status.

Those in the platinum tier of the casino operator’s rewards plan will be eligible for Bonvoy Gold Elite. Those in the invitation-only MGM Rewards NOIR status will qualify for Bonvoy Ambassador Elite. The initial tier status match and associated perks are in place through the end of 2024, according to MGM.

Marriott Bonvoy and MGM Rewards will unlock significant benefits and experiences for members of both programs. By early 2024, members can earn and redeem Marriott Bonvoy points at more places in Las Vegas – on the Strip and beyond,” according to the gaming company.

An exact date for the debut of the MGM Collection with Marriott Bonvoy wasn’t given. It was announced last October that the partnership was delayed after the casino giant was the target of a ransomware attack the prior month.

Marriott, MGM Could Realize Benefits

Announced last July, the 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 through the Marriott Bonvoy mobile app. All MGM venues are expected to be available on those platforms by year-end.

While a pragmatic approach in the wake of the cyberattack against MGM is practical, both companies are likely incentivized to bring MGM Collection with Marriott Bonvoy to fruition. The urgency could be amplified at a time when travelers are increasingly keen on collecting points, and as some gaming companies are altering loyalty plans, it is not always for the better.

Regarding the top and bottom lines, MGM CEO Bill Hornbuckle acknowledged the operator could see some benefit via the Marriott partnership.

“I think by the third and fourth quarter of next year, this time next year, we ought to be — have a real good feel for what it’s going to provide. The group activity that will be part of it is a little different discussion, and we’ll take more time, given the obvious nature and cycle of that business. And remember, I think the first year, we’re looking for $50 million to $75 million in incremental [revenues],” he said on the company’s third-quarter earnings conference call last November.

Other MGM with Marriott Details

The more than 43 million MGM Rewards members can link accounts with Marriott Bonvoy “and receive select member benefits for stays at participating properties within the Marriott Bonvoy portfolio,” noted the hotelier.

Marriott Bonvoy members who aren’t part of the MGM platform can’t earn points and tier credit at the operator’s casino resorts, but they have avenues to benefit.

Those participants “will be able to earn and redeem Marriott Bonvoy points for stays at all MGM Collection with Marriott Bonvoy destinations, including ARIA Resort & Casino, Bellagio Resort & Casino, and Park MGM Las Vegas once such properties are available on Marriott channels,” added Marriott.