GGB is committed to providing updated news and analysis on our weekly news site,

Knowing the Customer


Knowing the Customer

Thanks to the power of big data and sophisticated technology solutions, casino revenue managers have an unprecedented level of detail at their disposal. With revenue management and marketing needing to collaborate more than ever, the combination of revenue data, loyalty data and marketing insights is greater than the sum of its parts.

At the heart of this collaboration is Your CRM, a single shared view into guest behavior that drives success.

Your CRM enables total revenue management. It enables behavioral insights into how, where and when guests spend money across a property. These behavioral insights reveal the overall revenue potential of each guest, whether they stay overnight or not. This precision affords the best revenue lever of all: optimizing total guest spend.

Your CRM answers three key questions: which visitors spend money at which outlets, such as spas, nightclubs, concerts, restaurants, and retail; how the spending correlates to booking behavior and/or gaming spend; and what is the likelihood that they will spend again and how frequently?

Having the answers to these questions at your fingertips allows a holistic view of your best customers and those with the potential to be best customers, expanding beyond room and gaming revenues to total spend across a large, integrated resort.

Cendyn’s unique offering, aligning both CRM and RMS platforms, allows hoteliers to create a one-of-a-kind experience for every guest, while moving the needle for every revenue source on property. Harnessing the power of CRM and RMS dataset alignment can future-proof a business. By merging customer spend data with behavioral information from multiple touch points and channels, hoteliers are able to create a single, robust guest profile.

When a team has access to all this data, they can create highly personalized experiences that are proven to drive guest retention and loyalty. The coupling of rich guest profiles with integrated data points from various property systems, including gaming, gives hotel casinos a superpower to truly know and understand their most valuable guests.

For more information, visit

    Recent Feature Articles

  • Live! Performance

    Cordish Companies perseveres through the Covid-19 crisis to open two Pennsylvania properties in a year

  • First Do No Harm

    Digital gambling payment methods and harm minimization policy considerations

  • Better Safe Than Sorry

    Cashless payments have great promise as a deterrent to problem gambling, but could also exacerbate some issues

  • Going Live

    Live-dealer online games saw a spike in popularity during the shutdown, but they were headed that way before the pandemic. Here’s why.

  • The Return of the Roaring ’20s

    As the world recovers from Covid-19, the stage is set for a comeback; will Vegas lead the charge?