Every once in awhile the concept of collaborative partnership takes place in the business community that can cause a basic shift in the customer-centric opportunities, allowing clients and others greater enjoyment even more substantial than before. Companies that see and embrace such collaborative disruption can first to seize opportunities for change during such positive paradigm change. Such an event has occurred recently with Marriott International and MGM Resorts, as they have announced an exclusive long-term licensing agreement and the creation of MGM Collection with Marriott Bonvoy, which will launch in October 2023, encompassing 17 of MGM’s resorts, representing more than 40,000 rooms in Las Vegas and other cities across the U.S. Beginning in October, several MGM Collection with Marriott Bonvoy resorts will be available for booking on Marriott’s digital platforms, including Marriott.com and the Marriott Bonvoy mobile app, with all properties expected to be available by the end of the year.
“This historic, long-term agreement brings together two iconic brands in hospitality and entertainment,” said Bill Hornbuckle, President and Chief Executive Officer, MGM Resorts. “We’ve seen 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 productivity. 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.” We are also excited,” added Anthony Capuano, President and CEO of Marriott International, “to make MGM Resort properties available on Marriott channels, allowing our members to enjoy Marriott Bonvoy benefits when they stay at MGM Collection with Marriott Bonvoy resorts,”
The agreement between MGM Resorts and Marriott will also benefit members of both companies' loyalty programs. Members of MGM Rewards, MGM Resorts’ loyalty platform with more than 40 million members globally, will be eligible to link accounts with Marriott Bonvoy and receive select member benefits. Members of Marriott Bonvoy, Marriott’s loyalty platform with over 180 million members globally, will be able to earn and redeem points for stays at all MGM Collection with Marriott Bonvoy properties.
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. Eight MGM resorts in Las Vegas will join MGM Collection with Marriott Bonvoy: 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.
Five MGM Resorts in other U.S. locations will also join MGM Collection with Marriott Bonvoy: Borgata (Atlantic City, New Jersey), Beau Rivage (Biloxi, Mississippi), MGM Grand Detroit (Michigan), MGM National Harbor (Maryland), and MGM Springfield (Massachusetts).
Finally, with this new collaboration, Marriott Bonvoy and MGM Rewards plan to unlock more significant benefits and experiences for members of both programs. Marriott Bonvoy members will enjoy benefits at MGM Collection with Marriott Bonvoy Resorts and MGM Rewards. Members will receive certain benefits at Marriott Bonvoy’s global portfolio of more than 8,500 properties, while members of both programs will also be able to exchange MGM Rewards points for Marriott Bonvoy points and vice versa. Marriott Bonvoy Moments, the program providing members access to unparalleled experiences that fuel personal passions, will be enhanced by MGM’s culinary, entertainment, and sports offerings.
Marriott International has also entered into a loyalty marketing agreement with BetMGM, MGM Resorts International’s online gaming and sports betting joint venture, for Marriott Bonvoy to become BetMGM’s hospitality loyalty program partner in the U.S. and Canada. This collaboration looks like a win/win for all concerned, and again seems to have the ability to lead other groups further in allowing the hospitality growth engine to become more customer-centric as time goes on. https://www.marriott.com/marriott-brands/mgm-collection.mi https://www.mgmresorts.com/marriott.
