Jordan Salmon, Vice President of Loyalty Marketing for MGM Resorts International, told Loyalty360 that the company wanted to offer its loyalty program more benefits and, as a result, launched the new M life Rewards MasterCard in partnership with First Bankcard, a division of First National Bank of Omaha and a leading issuer of credit cards.
What’s more, due to the launch, MGM Resorts plans to evolve the name of its award-winning loyalty program to M life Rewards. The premier hospitality rewards program, available to all guests of MGM Resorts, provides members with exclusive access, personalized offers, and special benefits at 15 world-renowned destinations across the U.S., including Bellagio, MGM Grand and ARIA in Las Vegas, Beau Rivage in Biloxi, Miss., MGM Grand Detroit, and the soon-to-open MGM National Harbor.
The loyalty program is a four-time winner of the Freddie Awards, the most prestigious member-generated awards in the travel loyalty industry. Honors include Best Customer Service, Best Promotion, and Up and Coming Program of the Year.
Loyalty360 spoke with Salmon about the evolution of its loyalty program.
What factors prompted the evolvement of the M life Rewards loyalty program?
As the ways our guests engage and spend continue to evolve, so too will M life. As an example, less than 30% of our revenue in Las Vegas now comes from gaming, so it is important for us to find ways to recognize and reward virtually all spend. For the past few years, members were able to earn elite Tier Status, and the associated exclusive benefits, from spend both inside and outside the casino. With the introduction of the M life Rewards MasterCard, members now can earn rewards for all spend at our resorts, as well as anywhere in the world MasterCard is accepted. This is so impactful for our members, we felt it made sense to add “Rewards” to our name. This will also help with recognition of the program among new visitors to our resorts.
What are your goals for it now from a customer engagement/customer loyalty perspective?
Our goals have not changed. We continue to focus on providing compelling benefits and rewards for our members, while delivering exceptional guest service at our world-renowned destinations. Many programs can award points, but M life Rewards offers exclusive redemption experiences such as choosing the song for The Fountains of Bellagio.
How will the M life Rewards MasterCard enhance brand loyalty for members?
The M life Rewards MasterCard will enhance brand loyalty by giving our members the opportunity to earn more rewards and achieve higher Tier Status. Additionally, the brand will be more top-of-mind when using the card for every day spend, which is helpful for our destination resorts where members might not visit as frequently.