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Online Loyalty Redemption


Online Loyalty Redemption

With all the technology innovation that has happened in the casino space over the years, there was one glaring pain point casino operators could not seem to grasp: how to allow loyalty members to book their discounted and comp rooms on the casino website.

For loyalty members who have earned discounts or comps through their play, the process of redeeming those offers often required phoning a call center to book a stay. On top of that, most guests didn’t even know they qualified for comps or special rates until they received a postcard in the mail.

Today, innovative and integrated systems allow casinos to offer online loyalty redemption. Once logged in, players are able to see their status– past and open sports bets, discretionary comps, free buffets, etc. From there, users can choose to book a room.

Online redemption allows casinos to:

  • Introduce more dynamic player reward programs that will increase profitability
  • Allow guests to redeem their offer on the same channel as they book their trip
  • Consider the benefits of reduced call center traffic
  • Prompt guests to enroll in the rewards program

With an online-redemption system, casinos are still valuing guests based on total customer worth and average daily theoretical spend, but now they’ve got the ability to be a lot more dynamic with offers. Instead of offering comped rooms, staff can quote a dynamic rate based on total customer value and the property’s supply/demand dynamics.

The Duetto Rate Engine (DRE) helps hotels and casinos send rate and inventory data from their PMS to their booking engine while also including and analyzing loyalty player card information and redemption status.

Duetto is able to accomplish this without collecting any personal data about casino players, and has parameters in place to prevent what is commonly known as “comp abuse,” or high-valued players either sharing their player number with others or booking multiple nights at a time. Once a player has met his redemption quota, the system will send back the BAR rate.