Share of Wallet as Important as Loyalty for MGM Resorts

The first modern loyalty programs were started by airlines and hotels. “They were originally called frequent flyer programs,” recalls Jordan Salmon, vice president of loyalty marketing for MGM Resorts International, the hospitality and entertainment giant based in Las Vegas. “Some of the hotel companies still call them frequent guest programs. We don’t do that because even though we are expanding throughout the country, we are still fairly limited in geographic scope.....

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