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SLS Las Vegas Joins Hilton HHonors Program

By Chuckmonster on Tuesday, 3rd June 2014 9:38am
  » filed under Las Vegas  comments: 11


SLS Las Vegas has joined Hilton Hotels' Hilton HHonors program under a newly launched sub brand called Curio (unrelated to the new gift shop at Cromwell that sells monkey shaped candelabras that are strikingly similar to the SLS logo). Hilton HHonors members will be able to earn and use rewards points at the property.

Based on recent history, we knew SLS was going to have to joint a larger hotel group loyalty program at some point, just as other resorts without extensive marketing databases have done - Cosmopolitan with Marriott Platinum Rewards, Tropicana did with Hilton's DoubleTree mark, The D with Lexington by Vantage and LVH with Red Lion Hotels among others.

Even though SBE operates an aggressive cross marketing campaigns with email sign up drives, their database has absolutely nothing to do with gaming and only partially to do with Las Vegas (via Hyde at Bellagio and Double Barrel, 800 degrees at Monte Carlo.) I'm still baffled that SBE sold their Sahara database to MGM as part of the post-closure firesale. Do contact lists have a shelf life or did SBE think that Sahara customers (me and probably you) weren't worth taking money from. Perhaps MGM forced their hand? Perhaps SBE needed the money?

Tagged: sls las vegas   hilton hhonors   comp clubs   marketing   rewards   


Comments & Discussion:

It would be interesting to know the details and the rationale for Hilton doing this. This is going to really help the SLS fill rooms. I assume Hilton gets some sort of kickback for each booking? Does anyone know how well these relationships are working for other properties? With the recent sale of Cosmo to Blackstone, I had thought Hilton was likely to supplant Marriott at the Cosmopolitan.

"Do contact lists have a shelf life?" Yes, they do. At the time they probably reasoned if they sold the Saraha list for $5, they could purchase a very current list today, for $5, and use the cash in the intrim.

@Parchedearth Hilton still might partner with Cosmo.
Look at how many Hilton's or Marriott's there are in most large cities.
SLS's price point is less than Cosmo so even though both are party hotels it might make sense.

Considering how Sahara was towards the end, the likely MGM Resorts properties that benefit from the purchase of their player database are Circus Circus, Excalibur and Luxor.

I'm glad to see more resorts partner with major hotel programs, so I see this as a good move by SLS. Probably still not enough to get me in the door, but if they do, at least I know I can collect some HHonors points.

Cosmo remains popular among Marriott Rewards members, although I was disappointed when Cosmo discontinued the daily free breakfast pass to Wicked Spoon; it is now one pass per stay.

Although it took a couple weeks for them to finally post, my recent stay at Aria has credited to my Hyatt account. So yes, I am taking advantage of these programs whenever possible.

This will help them fill rooms despite their location

It may be a play for convention business capitalizing on the monorail?
Conventioners do kind of clash with the way SLS is marketing the brand though.

Good move on their part but I still see SLS being used as a dormitory for the mid-Strip properties.

My wife and I were fans (and card holders) of the Sahara. The mailing list they sold off appears to only have been used to try and get us to Circus Circus, which did not work.

I remember reading that Sahara's players list only went to CircusCircus and not other properties under MLife.

I agree with pklusvegas...plenty of room for two Hilton affiliates, especially as Marriotts agreement with Cosmopolitan may not be easy to terminate right now and Blackstone won't take over until after SLS opens. At that time, I could see Cosmopolitan joining The Waldorf-Astoria Collection with little Curio Bro SLS catering to the LAParty scene (god that would be a welcomed change).

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