as Vegas was built on perks. High rollers would come into town, eat and drink for free, their hotel rooms were comped, and they would proceed to spend large amounts of money gambling at the casino.
In recent years the comps have been lessened by casino in Las Vegas and the revenue numbers have showed that doing away with the perks might have been a bad choice by these casino companies. Harrah’s is now ready to change that.
"(Harrah’s) invested a significant amount of time and effort and money to develop the program and it’s regarded as the best in the industry. They know more about their customers than probably any gaming company knows," said Robert LaFleur, an analyst at Susquehanna Financial Group.
The program, Total Rewards, will reward shopping, gambling, dining and entertainment choices that are made at Harrah’s casinos. The new plan comes at a time when most casino companies are cutting costs at the expense of everything, including customer perks.
The Total Rewards program has also been used in analyzing potential acquisitions of property. The Total Rewards program asks their customers to fill out questionnaires, and they take that data and use it to the best of their abilities.