The loyalty program at The Cosmopolitan of Las Vegas, Identity, completed its transition into the MGM Rewards program Wednesday. The Cosmopolitan, which was acquired by MGM Resorts International in May 2022 for $1.63 billion, kickstarted the integration on February 1 this year promising “to bring a new array of offerings to gaming and non-gaming customers in Las Vegas.”
“This is the biggest thing to happen with The Cosmopolitan outside of MGM buying it,” said Sean Lanni, President and Chief Operating Officer of The Cosmopolitan of Las Vegas, as per Las Vegas Review-Journal.
“We’re looking forward to welcoming MGM Rewards members from our Las Vegas and regional markets who now have the ability to earn and redeem at The Cosmopolitan as they enjoy the resort’s exceptional accommodations, dining, entertainment, slots, and table games.”
MGM officials noted that there are “millions” of Identity memberships being transferred, Review-Journal reports. Lanni said that in addition to the technological changes that were made, executives examined the characteristics of the Cosmopolitan customer base to custom-design benefits.
For Identity members, the transition will be seamless and simple. Lanni said that members would automatically be enrolled in MGM Rewards and all of the points they earned through that program would automatically be transferred to their new membership. Members can visit an MGM Rewards counter at any MGM property to get their new MGM Rewards card.
MGM Rewards members on Wednesday were able to use their membership perks at The Cosmopolitan. Those include priority access lines, waived resort fees, air travel credits, dining credits, and cruise offers.
Customers who were members of both programs will see their Identity points added to their existing MGM Rewards programs. All members can now visit the MGM Resorts website or download the MGM Rewards app to make hotel and dining reservations at The Cosmopolitan and track their MGM Rewards balances and tier status.
The MGM Rewards program has five tiers – Sapphire, Pearl, Gold, Platinum, and Noir – with each tier offering higher levels of benefits based on a customer’s spending at MGM properties.
“Integrating this beloved resort into MGM Rewards enhances our ability to deliver unforgettable moments and unprecedented access for our members at one of the most celebrated resorts in the city,” said Anil Mansukhani, Vice President of loyalty for MGM Resorts. “This is an exciting step in the program’s continued evolution as we deliver a truly seamless loyalty experience throughout all of our resorts nationwide.”