Ability to upgrade tier status

Fontainebleau extends loyalty tier matching program amid positive feedback

Reading time 1:28 min

Fontainebleau Las Vegas has announced an extension of its "Elevate Your Tier" promotion. Initially launched in February, the program allows new and existing Fontainebleau Rewards members to upgrade their tier status based on their standing in competitor loyalty programs. The promotion, which the casino says has seen an enthusiastic response, will now run until September 2.

Michelle Reda, Fontainebleau’s Chief Casino Marketing Officer, explained the decision to extend the program. "Our guests are seeing the value that our loyalty program brings to their experience, so by elevating their status even faster, it makes it easier for them to take advantage of all that Fontainebleau Las Vegas has to offer," Reda stated.

The promotion is open to members of major casino loyalty programs on the Strip, as well as several downtown and regional programs, including those run by Boyd Gaming, Station Casinos, Circa’s Club One, and Southern California’s Pechanga’s The Club.

Loyalty programs are a strategic tool used by hospitality companies to build and maintain a customer database, rewarding patrons with points for spending on gaming, dining, hotel stays, and other resort services. Higher-tier statuses come with additional benefits and perks, encouraging customer retention and increased spending.

North strip resort Fontainebleau opened in December with tier matching during the first 24 hours of operation. The months-long promotion extends tier matching at the new property, a common approach casinos use to gain new customers from competitors.

To qualify for a tier upgrade, members must present a valid gaming loyalty card with an expiration date, along with a government-issued photo ID, at the Fontainebleau Rewards desk. Even new loyalty members without an eligible tier status at other casinos can enjoy promotions. Upon signing up, new Bleau tier members will receive $15 of dining credit and $15 of free slot credit

Last month, Fontainebleau became a part of the American Express Fine Hotels and Resorts (FHR) program, a move that could help the newest Las Vegas Strip integrated resort attract well-heeled customers.

The resort's decision aligns with its objective of attracting affluent guests. The benefit lies in the estimated two million Amex Platinum cardholders in the US, a demographic known for its high disposable income and propensity for luxury experiences.

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