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Caesars and Starwood Combine Loyalty Programs

Caesars and Starwood Combine Loyalty Programs

Caesars Entertainment Corp. and Starwood Hotels & Resorts Worldwide Inc. will jointly promote their customer loyalty programs, both companies announced.

Customers will be able to earn and redeem loyalty points on both the Starwood Preferred Guest and the Caesars Total Rewards programs.

Connecticut-based Starwood owns the Sheraton and Westin hotel brands.

With this deal, Caesars expands its marketing beyond gambling as non-gaming revenue gains importance, while Starwood gains access to customers of the largest operator of casinos in the U.S., the two companies said in a joint press release.

Customers of Starwood and Caesars were able to combine both networks on January 9, according to the statement. Customers will be able to redeem points for events such as the May Britney Spears concerts at the Planet Hollywood Resort & Casino in Las Vegas, and also for lodging.

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