Winner! Casino Players Can Now Redeem Loyalty Offers Online

by Jason Q. Freed, Managing Editor | December 17, 2018

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. Until now. 

Through advanced coding, programming and integrations with casino booking engines, Duetto has become the first third-party software tool to allow casinos to offer online loyalty redemption. 

The ability for casino guests to redeem offers online allows casinos to:

  • Introduce more dynamic player reward programs that will increase profitability
  • Remove extra friction in the booking process
  • Allow guests to redeem their offer on the same channel as they book their trip
  • Reduce the number of call center employees required to answer phones and look up redemption rates

What Does Online Redemption Look Like?

The casino website will show a member login button in addition to the regular booking engine form. 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.

Alternatively, should the guest use the traditional booking engine form, the casino can prompt the guest to sign up to the rewards program, perhaps by enticing them with an instant discount.

How Does the Technology Work?

In 2017, Duetto began building a service layer called the Duetto Rate Engine (DRE). When integrated with partner booking engines, these ping DRE, which bypasses the central reservations system, pulls rate and inventory data from the property management system and pings an internal data warehouse that stores loyalty player card numbers and redemption status.

DRE handles 90% of the work, and all of this data transfer happens in an instant. What’s more, it’s safe and secure, as Duetto is able to accomplish this without collecting any personal data about your casino players.

Duetto has also put parameters in place that prevent “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. Duetto can work with individual casino partners to determine what rewards they want to issue to various segments of players based on their average theoretical worth.

As 2018 comes to a close, Duetto is already working with three of the industry’s foremost booking engines, and a handful of properties are already allowing players to redeem offers online.

How Will Online Redemption Change Your Strategy?

Casinos are currently working with a static strategy that doesn’t allow them to react to market conditions. For example, guests can ask to redeem their offer during peak season, and your only options are to enforce blackout dates or give away revenue.

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, you can use marketing terms such as “up to 50% off,” wait for the player to request their offer, and then quote a dynamic rate based on total customer value and the property’s supply/demand dynamics. 

As a side benefit, moving your player loyalty data and redemption online also allows for cross-property guest data storage, meaning each of your connected casinos will be sharing profile and customer worth data. Now, when a player visits one of your casinos and later visits another, you can use previous spend data to quote them the right offer.

Are your loyalty members able to book their comp and discounted rooms online? If not, contact Duetto to learn more about their off-the-shelf product.

Jason Q. Freed, Managing Editor

Jason joined Duetto as Managing Editor in June 2015 after reporting, writing and editing hotel industry news for a decade at both print and online publications. He’s passionate about content marketing and hotel technology, which leads to unique perspectives on hotel distribution and revenue management best practices.

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