Two Way Hard Three | Las Vegas Casino & Design Blog
August 25, 2010
Cosmo Gets a Guest Database From Marriott
Posted by HunterThe Cosmopolitan of Las Vegas, currently rising between CityCenter and Bellagio, has solved one of its bigger pre-opening problems - the lack of an existing customer database.
They've decided to partner with Marriott on this, giving those existing customers a Strip outpost to use their rewards points and the Cosmo a large database to market to. It's not a player database but it is better than nothing.
http://www.huffingtonpost.com/huff-wires/20100825/us-cosmopolitan-las-vegas-marriott/
The Cosmopolitan is joining Marriott's 'Autograph Collection'. View the other participating hotels here: http://www.marriott.com/autograph-collection-hotel/travel.mi
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Recent Comments
- All Recent Comments on one page.
- GregoryZephyr recently commented "Actually a Ritz Carlton hotel within a hotel concept ala Four Seasons at Ma..." in Cosmo Gets a Guest Database From Marriott
- socalduck recently commented "As someone who, at last count, is sitting on about 300k Marriott Rewards po..." in Cosmo Gets a Guest Database From Marriott
- John recently commented "Might those rooms not being opened in December become a Ritz-Carlton? Crazi..." in Cosmo Gets a Guest Database From Marriott
- detroit1051 recently commented "Yes, Unwin was COO at Schrager before he left for Caesars Palace. Great ba..." in Cosmo Gets a Guest Database From Marriott
- Hunter recently commented "I believe Unwin used to work for Schraeger. ..." in Cosmo Gets a Guest Database From Marriott
- detroit1051 recently commented "Cosmopolitan continues to create pre-opening buzz, in contrast to the ho-hu..." in Cosmo Gets a Guest Database From Marriott
- mike_ch recently commented "Marriott actually does do a similar co-op deal in Summerlin's JW Marriott. ..." in Cosmo Gets a Guest Database From Marriott
- LeoNYC recently commented "As far as I know, since 2000 the Ritz-Carlton Hotel Company LLC has been a ..." in Cosmo Gets a Guest Database From Marriott
- mike_ch recently commented "Cosmo probably has too many rooms to fit the profile of a Ritz Carlton...." in Cosmo Gets a Guest Database From Marriott
- parchedearth recently commented "Personally, I'd like to see Cosmo go the next step and outsource management..." in Cosmo Gets a Guest Database From Marriott
- motoman recently commented "Parched: perhaps in Vegas it does, as one of the very few independents. Fro..." in Cosmo Gets a Guest Database From Marriott
- parchedearth recently commented "Initial reaction is this is another good step by Cosmo that needed to happe..." in Cosmo Gets a Guest Database From Marriott
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Comments
Initial reaction is this is another good step by Cosmo that needed to happen to fill those rooms. I assume they talked to Hilton, Hyatt and Starwood, but decided Marriott was a better deal. That said, will it further limit DB's options when they inevitably try to sell? While I am sure the hotels in the "Autograph Collection" are swell, they aren't exactly name properties in major cities. Cosmo doesn't exactly fit the boutique hotel image.
Parched: perhaps in Vegas it does, as one of the very few independents. From a Marriott PR:
"...The Autograph Collection, a new brand within the company’s global portfolio comprised of upper upscale and luxury, independent, hotels with distinctive personalities in major cities and desired destinations worldwide."
Dang, wonder if my few Rewards points from Macworld Expos past are still any good....
Personally, I'd like to see Cosmo go the next step and outsource management of the hotel. I'd be really excited if they could get it branded as "operated by Ritz Carlton". It seems like they are already outsourcing entertainment and dining; which would leave gaming. It would be interesting to know whether the dollars could work on this kind of arrangement.
Cosmo probably has too many rooms to fit the profile of a Ritz Carlton.
As far as I know, since 2000 the Ritz-Carlton Hotel Company LLC has been a wholly-owned subsidiary of Marriott International.
This was a very smart move from both companies.
Marriott actually does do a similar co-op deal in Summerlin's JW Marriott. The casino is owned by Cannery Casino Resorts, because Marriott's corporate leadership has no interest in running a casino (issues with their Mormon faith, y'see.)
I wasn't saying that Ritz-Carlton wouldn't be interested, I was suggesting that I don't think Marriott wants to cut and paste that name onto the Cosmo. AFAIK, Ritz Carltons usually have 200-300 rooms, maybe 500 max. Cosmo has about 3,000.
Cosmopolitan continues to create pre-opening buzz, in contrast to the ho-hum Aria and CityCenter. This new relationship gives Cosmo access to the 7th largest retail website and draws high-end customers, both traditional and more contemporary, to Las Vegas. It seems to fit Cosmo's image by partnering with the Ritz Carlton group as well as Ian Schrager. Here's the full press announcement.
http://www.prnewswire.com/news-releases/the-cosmopolitan-of-las-vegas-announces-partnership-with-marriott-internationals-autograph-collection-101485669.html
I believe Unwin used to work for Schraeger.
Yes, Unwin was COO at Schrager before he left for Caesars Palace. Great background to open Cosmo.
http://www.hotel-online.com/News/PR2004_2nd/May04_JUnwin.html
Might those rooms not being opened in December become a Ritz-Carlton? Crazier things have happened.
As someone who, at last count, is sitting on about 300k Marriott Rewards points, I can tell you this is very exciting news. Cosmo just moved way up on my consideration list.
Actually a Ritz Carlton hotel within a hotel concept ala Four Seasons at Mandalay might make sense.