Star Entertainment Group is changing its focus to the “super- high-end tourist customer” who doesn’t just enjoy gaming. It expects this could eventually become 25 percent of its international VIP business.
The casino operator, which operates properties in Sydney and Australia’s Gold Coast announced last week that it will take several actions to make up for the 20 percent loss this last year of VIPs resulting from a crackdown in China of Crown Resorts employees last October.
It will change its lure to attract Asian patrons with higher quality hotels and entertainment, while upgrading its gaming facilities.
CEO Matt Bekier told Sky News, “We think that, as we have reflected on our VIP strategy, the real sweet spot for us is the customer that’s diversified, who wants to do more than just gamble, a family who seeks out tourism experiences.” He added, “Therefore, we are focusing on a customer that probably looks more like a super- high-end tourist customer who enjoys gaming.” Such customers come from Asia and the world at large, he said.
