Strengths and Weaknesses of the Loyalty Program of Las Vegas Sands Corporation

Strengths and Weaknesses of the Loyalty Program of Las Vegas Sands Corporation

1. Introduction of Las Vegas Sands Corporation

Founded in 1988, Las Vegas Sands Corp. (LVS) is the world’s leading casino-based company with a market capitalization of $17.3 billion as of April 2010. LVS owns and operates casino resorts and convention centers. The Company operates in United States, Macau and Singapore. LVS’s casinos offer a wide range of gaming activities and entertainment as well as overnight accommodations, while its expo centers host a wide range of entertainment shows, expositions, and other activities. This company owns three properties in Las Vegas; The Venetian Resort–Hotel-Casino in Las Vegas, Sands Expo and Convention Center in Las Vegas, and The Palazzo Resort-Hotel-Casino in Las Vegas. LVS also keep trying to develop Asia market represented Macao, China, and Singapore. In Macau, LVS already owned two luxury properties; Sands Macau and The Venetian Macao Resort-Hotel. On top of them, LVS has developed one more property in Singapore named Marina Bay Sands. LVS is going to head to mainland China. LVS entered into an agreement with the city of Zhuhai, Guangdong, China to develop a 1,300 acre resort destination on Hengqin Island. In December 2006, LVS received final approval to begin construction of the project. In accordance with LVS’s developing Asia market strategies, the revenue expected to be produced by the coati strip has already surpassed the Las Vegas Strip. LVS is the pioneer of Asia gaming market, as well as integrated resort market.

2. Loyalty program of Las Vegas Sands Corp

2.1. General information about “Grazie”

LVS has special loyalty program named “Grazie” for the customers who visit the two properties in Las Vegas; one is The Venetian, and another is The Palazzo. Grazie, The Venetian and The Palazzo’s loyalty program means more than gratitude; rather it means customers’ have arrived. When customers eat, sleep, shop, and play, they can...