Venetian Las Vegas Rolling Out New Loyalty Program

Posted on: January 8, 2024, 05:56h. 

Last updated on: January 9, 2024, 12:36h.

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

The Venetian Resort Las Vegas will soon launch Venetian Rewards, a new customer loyalty program that will replace Grazie Rewards.

Venetian remodel
Venetian Las Vegas. The venue is launching the new Venetian Rewards program in March. (Image: Vegas Means Business)

Venetian Rewards is slated to debut in March, though an exact date wasn’t given. The new customer loyalty plan will feature four tiers, Jade, Sapphire, Ruby, and Diamond. The new program is dubbed by the operator as “the most rewarding program on The Strip.”

Venetian Rewards will be the way to make your stay at The Venetian Resort Las Vegas shine. You will be able to earn Tier and Rewards Points on everything from gaming and dining to entertainment and spa experiences. When it comes to perks, think things like suite upgrades and complimentary stays,” according to a statement.

The Venetian Resort Las Vegas is operated by private equity giant Apollo Global Management, which acquired the venue’s operating rights from Las Vegas Sands in early 2021. That transaction included the venue then known as the Sands Expo and Convention Center, and ended, perhaps temporarily, the seller’s domestic exposure.

Inside Venetian Rewards

Venetian Rewards members can earn points and tier credits in a variety of ways, including through nongaming avenues. For example, for every $1 spent on dining, entertainment, hotel rooms, retail, and spas at Venetian and Palazzo, rewards members will earn two points.

That could set Venetian Rewards apart from competing offerings on and off the Strip, because some operators only grant customers points and tier credits on gaming activities.

Speaking of Venetian Rewards and gaming, the program grants participants one point for every $4 wagered on slot machines, and a single point for every $10 bet on video poker. Regarding table games, plan users get two points based on average bet and length of play.

Venetian Rewards points can also be spent in various ways. For every 100 points earned, customers get $1 in dining, entertainment, hotel rooms, retail, and spa credits. For gaming, every 100 points entitles a bettor to $1 in free play on slots or video poker.

Jade is the lowest tier, and participants graduate to Sapphire after accruing 3,000 points. Twenty thousand points are required to move up to Ruby, while 50K points are required to gain Diamond status. Ruby and Diamond clients get annual dining credits of $100 and $200, spa credits of $150 and $300, and airfare credits of $150 and $450, among other perks.

Why Venetian Rewards Matters

Casino guests love accruing points and tier credits, and data confirm that rewards programs are effective at bolstering customer loyalty.

However, customers of all stripes have complained in recent years that it’s increasingly difficult and costly to move up the tier ranks, and the benefits offered by gaming companies are less attractive than ever before.

That could signal that Venetian Rewards has an opportunity to potentially pilfer business from rival Strip customer loyalty programs.