• by Tanya Gazdik , October 31, 2012

Royal Caribbean International and MGM Resorts International are partnering on a program that will offer new benefits to members of the hospitality companies' loyalty programs.

The new relationship allows both companies to strengthen customer loyalty by providing more access and rewards at MGM Resorts' destinations in Las Vegas, Detroit and Mississippi and on Royal Caribbean's fleet of cruise ships.

The opportunities will be promoted beginning in January 2013 to members of Royal Caribbean’s loyalty program, Crown & Anchor Society, as well as MGM Resorts’ M life members, via email, and direct mail.

From MGM Resorts, marketing also will include social media campaigns on all mediums, including sweepstakes and/or promotions on myVEGAS, a new social gaming destination available exclusively on Facebook.

M life members will receive offers with a range of benefits when sailing with Royal Caribbean. As members advance to the next M life Tier Level, their cruise offers and benefits will grow.

International and domestic cruises will be awarded during special MGM Resorts' promotions and slot tournaments. Crown & Anchor Society members will receive M life offers and benefits, which include pre-sale access to tickets for A-list concerts and championship boxing matches, priority reservations, priority hotel check-in, room upgrades and VIP services, based on Tier Level.

The partnership will be promoted via social media including the two brands’ websites and Facebook pages:  mlife.com , www.RoyalCaribbean.com/CrownandAnchor,  facebook.com/MlifeRewards; and facebook.com/RoyalCaribbeanCAS.

MGM Resorts’ other preferred partners include Ameristar Casinos, Avis Budget Group , sbe (a hospitality, real estate development and lifestyle company), Dover Downs Gaming & Entertainment and Cirque du Soleil .

The goal of the partnership is to strengthen customer loyalty by providing more access and rewards to both company’s loyalty program members, said Bill Hornbuckle, Chief Marketing Officer for MGM Resorts International. 

“Partnering with their team was a natural fit for us as we strive to introduce our M life members to exceptional lifestyle experiences not only when they are visiting our destinations but any time they are thinking about travel,” he said.