MGM Resorts launched a new loyalty program on February 1, replacing the Mlife program. MGM Rewards offers enhanced benefits and new ways to earn points for members worldwide. For the first time, non-gaming members can join gaming counterparts and accrue MGM Rewards points redeemable for complimentary dining, entertainment, hotel stays and more.
The new streamlined experience offers all members more ways to tier up for perks at premier destination resorts in the MGM family: Bellagio, ARIA, MGM Grand and Mandalay Bay in Las Vegas; Borgata in Atlantic City; Beau Rivage in Mississippi; and MGM National Harbor in Maryland, to name a handful.
As a welcome to MGM Rewards, all members receive a 2x multiplier on tier credits earned at Las Vegas resorts through April 30, 2022.
“The enhancements we’ve introduced with MGM Rewards are rooted in feedback shared by our members and allow us to invest in providing members progressively more valuable benefits at each tier. Our unique rewards offer significant incentives for guests to achieve at every level from Sapphire to NOIR,” said Anil Mansukhani, MGM Resorts’ vice president of loyalty marketing.
The program retains the five-level tiered rewards structure used by the previous M Life Rewards. earn redeemable currency when they spend money on food, drinks, entertainment, rooms, and other nongaming activities on MGM properties, according to the Las Vegas Review-Journal.
“We heard that our customers wanted to be rewarded for all of their spending,” David Tsai, president of Midwest Group for MGM Resorts, said in an interview.
Stowe Shoemaker, dean of UNLV’s Harrah College of Hospitality and an expert in customer loyalty programs, said the changes reflect trend in visitor habits in Las Vegas, where a higher percentage of tourism spend goes to items other than casino gaming.
By adding redeemable currency earned by nongaming activities, the company improves its chances of retaining customers’ dollars in MGM properties, he said.
“Every customer comes to Las Vegas with money in their wallet. And the goal of any company is to keep that money being spent in their business, not someone else’s business,” Shoemaker said.
Tsai said the changes came after examining the M Life program as well as looking at loyalty programs from hotels, airlines and even competitors in the resort industry.
An extra perk under the new program known as Slot Dollars, which are an additional currency that can be earned alongside MGM Rewards points while playing slots.
