Caesars Entertainment, Las Vegas, Nev., has implemented many new features for its Total Rewards loyalty program. The planned changes had been announced in early 2012.
“We made a number of enhancements to make the program more valuable for our entertainment customers,” Joshua Kanter, Total Rewards vice president, told Loyalty 360, explaining that some of the company’s more than 45 million Total Rewards members go to the restaurants, shows, shop and participate in other offerings that the company provides, but don’t gamble or gamble very little.
Those customers now receive one tier credit for every $5 they spend, much like gamers receive a tier credit for every $5 they bet. Kanter added the credits are based on the wager, not on player’s winnings or losses.
Caesars raised the threshold for its elite Seven Stars tier from 100,000 Tier Credits to 150,000, but also added additional levels to its Diamond status (15,000 Tier Credits , 40,000 Tier Credits and 80,000 Tier Credits) to enable Total Rewards customers who would not be able to reach the Seven Stars level to also have reachable, but aspirational, goals.
The most significant change, according to Kanter was the publishing of VIP benefits, some of which are now available at the lower tiers of Total Rewards.
“VIP programs have always been shrouded in some mystery, customers didn’t know what they needed to do to reach VIP status,” Kanter said. “We’re the first company in the industry to publish the details on what it takes to become a VIP. We wanted to make it very real and very transparent to customers and to extend the [VIP service] outreach.”
Some of the VIP perks include access to an on-property host, annual VIP celebration dinner and special VIP reservations team.
According to Kanter, this builds on the program’s strategy of making the experience better at every tier. Other new benefits to boost the experience at every tier include:
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Personalized e-mail offers
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The ability to use Rewards Credits for free play
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Special member pricing at participating restaurants
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Exclusive pre-sale access for select shows
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Discounts at casino gift shops (amount of discount varies with the rewards tier)
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The ability to gift Reward Credits to another person (limited to two transfers per year).
Diamond and Seven Stars tier customers also have access to priority lines for hotel check-in, restaurants, casino changes and the Total Rewards Center.
There are additional new rewards for customers who have reached the Seven Stars status:
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An annual get away to any Total Rewards resort or casino
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A $500 celebration dinner
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A congratulatory voyage with Norwegian Cruise Lines
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An exclusive appreciation gift
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Invitation to signature events
Caesars will continue to seek ways to reward customers who don’t gamble, Kanter added. “We’re seeking to make Total Rewards the world’s leading entertainment [loyalty] program, regardless of what entertainment means to you.”