Despite the TV shows and high rollers skittering about the Vegas Strip, Las Vegas and other land-based casinos have seen a decline in revenue.
Part of this problem is that casino marketing teams often see the Strip’s broader entertainment landscape as competition. However, the truth is that foreign travellers visit land-based venues for more than gambling.
Here’s what you need to know about the gaming market to create a broader experience that will engage players and keep them coming back.
Foreign travellers want the ultimate vacation
In order to thrive in the market, your casino should be the player’s “ultimate destination.” International travellers want more than just Roulette game or other casino games when they visit the Strip. In fact, according to Inc, only 6% come to gamble, 66% simply come for vacations and 4% for conventions. By making your casino a one-stop-shop for food, drinks and other forms of entertainment, you’ll be more likely to attract international customers.
International travellers still rely heavily on travel agents
While domestic travellers turn to online travel agency sites or even hotels these days, over half of international travellers still seek agency counsel. Seeing this trend, it may be wise to create a B2B program that targets travel agents instead of directly contacting consumers who may be confused or uncertain about interacting directly with your casino.
Foreign travellers are long-term planners
Unlike two to four weeks, that most domestic travellers use to visit Las Vegas, most international travellers plan two to three months out. By following the seasonality of your customers’ travel plan, you can contact them when they’re in the right mindset. For example, Christmas is a one-week holiday for many foreign travellers. If this is your target market, you must start contacting your customers in the month of October or November, when they are in the mindset of planning their trips.
Travellers want to continue the conversation throughout their trips
The conversation shouldn’t end when your international customers arrive at your casino. In fact, it is the perfect time to upsell your customers as over 76 per cent of them only decide where to gamble after their arrival. Unlike domestic players, foreign travellers don’t have much of a preference when choosing between gambling, visiting restaurants, or entertainment shows, making them more open to your suggestions.
Even in Las Vegas and Atlantic City, international travellers spend less money and time on the casino floor as compared to domestic players. However, they significantly outspend domestic customers on everything from food to shopping and sightseeing. This makes foreign visitors extremely lucrative targets for your gambling venue. By providing them with more entertainment options, you’ll find yourself bringing more customers than ever before.
Sightseeing is what they need
Among all of the activities that the Vegas Strip has to offer, sightseeing is the most important to foreign visitors. Not only do they spend more on sightseeing than domestic visitors, but most of them also visit nearby attractions. Hence, in addition to shows and nightlife, your casino should also consider partnering with sightseeing businesses.