January 15, 2021
Penn National Gaming and Choice Hotels International are expanding their loyalty programs to lure patrons across both platforms. The agreement states that Choice Privilege members can reserve their stays at any of Penn’s 41 gaming properties across the US through the aggregator’s website.
Penn National Gaming is among the largest casino chains in the country, with properties across Michigan, Louisiana, Colorado, Illinois, Ohio, Nevada, Pennsylvania, and 12 other states. Choice Privilege members who book their stays at Penn properties will gather points, and the program is set to go live later this year.
The highlight of the Penn Mychoice program is that members can redeem the points for equal value while playing slots. The earnings are doubled for hotel accommodation, shopping, and dining.
Choice operates hotels under its own brand and the Ascend Hotel Group. The Maryland-based firm recently stated that it currently operates over 7,100 properties under its banner and the partnership with Penn introduces an additional 7,000 rooms to their portfolio.
This is not a novel proposition as Reward programs between hoteliers and gaming companies are commonplace across the travel and leisure industry. For instance, Wyndham Resorts and Caesars Entertainment allow Caesars Rewards and Wyndham Rewards members unrestricted access and point redemption across the duo’s properties combined.
Pairing up with Choice is a logistical masterstroke for Penn as the former owns nearly 1,500 properties within an hour’s drive from its gaming venues. “Penn also stands to gain significantly from our award-winning global reservation system that drives over $9 billion in annual revenue”, revealed a spokesperson for Choice.
As the coronavirus pandemic continues to weigh in on the travel industry, hoteliers are getting creative with their Rewards programs to lure patrons. For instance, MGM Resorts announced their plans to match tiers with rival casino loyalty clubs across the country last year.
Similarly, Caesars is looking for ways to monetize, and allowing partners to utilize the Caesars Rewards program is the ideal way of generating revenue in the long run. These arrangements are perfect for hotel aggregators and chains too. For instance, companies like Choice, which have a deep portfolio dependent on destination markets and seasonal travelers reluctant to return due to COVID-19, stand to benefit the most.
Gaming conglomerates like Penn, who enjoy an expansive footprint, are investment goldmines at the moment as gamblers slowly return to their favorite destinations. Sharing loyalty programs seems like the best decision at the moment as punters can drive down to an Ascend property and enjoy the perks of gaming at Penn’s while accumulating reward points. It sounds like a win-win for everyone!
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