When Cosmopolitan was sold to Blackstone people with common sense assumed that the new Cosmo would be moving away from some of their current partnerships. Well, that’s the case with their hotel partner.
Say goodbye to a Marriott hotel partner on the Vegas Strip.
Since Blackstone owns Hilton, La Quinta, Wyndham and the brands beneath them, like Waldorf Astoria, the common thought was that they’d link the Cosmo with one of their existing hotel businesses. #Synergy.
The Las Vegas Sun confirms common sense:
…they will merge one of their hotel investment affinity programs into the Cosmopolitan to reward frequent players and guests.
“We believe that gaming revenues can increase there very quickly by 50 percent,“ I was told. “We have portfolio positions with other leisure travel properties that can be very beneficial to the future of the Cosmopolitan. There will be changes to ensure the property’s profitability in the short term.”
Changing hotel partners won’t guarantee that kind of gaming revenue increase. Even though Hilton hasn’t been named the hotel partner yet the change would be logical as Hilton and Marriott mirror each other.
The Cosmo has some of the highest room rates in Vegas and are often over 95% capacity. The change in hotel partners won’t help hotel revenue much, if any. Are Hilton customers more likely to gamble? We’ll see.
Going full circle, this changeover won’t happen overnight but if you want to use your Marriott Rewards on a free stay at the Cosmo you should book and stay soon.