Caesars Expanding into Non-Gaming Markets

Caesars Entertainment has launched plans to license four of its brands in the wider world of non-gaming.

The strategy, embracing Caesars Palace, Flamingo, the Cromwell and the Linq, follows two deals announced earlier this year in which the company will manage Caesars-branded resorts, sans casinos, in Dubai and Mexico.

The Las Vegas-based gaming giant said the program will allow “strategic partners” to utilize the brands in “gateway cities around the world” and will include access to customers in Caesars’ 55 million-member Total Rewards loyalty program.

“Caesars Entertainment brings instant brand recognition, category-leading customer loyalty, unique hospitality and entertainment amenities as well as decades of management expertise to world-class partners seeking to deliver distinct lodging and resort experiences to a wide range of consumers,” CEO Mark Frissora said.

Each of the brands will enjoy distinct marketing characteristics, the company said: Caesars Palace for “indulgent and fun luxury;” Flamingo as “vibrant Vegas-style;” Cromwell as “luxury lifestyle boutique;” and the Linq as “social, sensory and modern.”

The idea is not new. MGM Resorts International has a luxury non-gaming hotel division with four properties in China, including the MGM Grand Sanya and Bellagio Shanghai. The company also announced an agreement last year to bring the MGM Grand and Bellagio brands to resorts in Dubai.

Caesars’ two Dubai hotels, located at the Bluewaters Island development, are expected to open this year. A date hasn’t been set for the debut of the hotel in Mexico, a Caesars Palace venue on beachfront property along the coast of Puerto Los Cabos.