MGM Resorts International is launching a loyalty program with personalized rewards and an aspirational, tiered approach.
The program, called M life, is geared toward visitors of the company’s 15 resorts in Las Vegas, Mississippi and Detroit locations. M life is launching as a casino rewards club, and later this year will expand into a full loyalty program recognizing guest spend on hotel stays, shopping and dining.
The program covers ARIA, Bellagio, Vdara, MGM Grand, The Signature at MGM Grand, Mandalay Bay, THEhotel at Mandalay Bay, The Mirage, Monte Carlo, New York-New York, Luxor and Excalibur in Las Vegas; Beau Rivage and Gold Strike in Mississippi; and MGM Grand Detroit.
Where there was formerly a culture of competition among the sister properties, with some of them having their own singular loyalty programs, M life will become the umbrella brand across all properties, says Bill Hornbuckle, chief marketing officer of MGM Resorts.
“M life was created as a way for our guests to enjoy the world-class amenities at our peerless properties with the ease of carrying only one card,” Hornbuckle tells Marketing Daily. “From a gaming perspective, the new tiers provide our guests with something to aspire to as they enjoy the rewards and benefits at each level.”
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