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Boyd Gaming and Sonesta International Hotels Corp. announced a partnership through which the gaming company’s casino hotels will be featured on the hotelier’s booking platform.
In gaming, lodging and leisure parlance, Boyd now has a non-gaming hotel partner that could potentially boost exposure for 19 of its casino resorts while Sonesta gains a teammate in the gaming industry. Arrangements like this are common in the lodging industry.
“With this launch, Sonesta travelers will receive direct access to Boyd resorts nationwide, gaining new options for both leisure and business travel in key regional markets,” according to a statement issued by the two companies. “The Boyd Collection will also appear directly on the Sonesta signature list of brands as part of Sonesta’s brand portfolio presentation, providing exposure for Boyd properties to millions of visitors to Sonesta.com. Boyd properties will remain available on Boyd’s traditional distribution channels.”
Nine of Boyd’s Las Vegas properties, including the Orleans and Suncoast, will be available for booking on the Sonesta platform.
Development Opportunities, Loyalty Linkage Possible
For now, the Boyd/Sonesta partnership largely revolves around 19 of the casino operator’s 26 venues becoming available to users of the hotel company’s booking platform, but the relationship could grow in the future.
The companies note that it’s possible they’ll collaborate on development opportunities tied to “Boyd’s existing properties and future development projects.” That could include new hotel projects or rebranding some of Boyd’s existing brands to Sonesta labels.
The partnership could also evolve to include ties between the two companies’ rewards programs, which is commonplace in gaming/hotel relationships.
“Future integration plans include Boyd and Sonesta linking their award-winning loyalty programs, Sonesta Travel Pass and Boyd Rewards,” according to the press release.
Maybe a Boon for Boyd
Quantifying how or if the relationship with Sonesta will affect Boyd’s financial results is difficult at this juncture, but there are examples of casino operators benefiting from booking and points-sharing deals with hotel chains. MGM Resorts International’s relationship with Marriott International is a prime example.
At a minimum, working with Sonesta could be an exposure-increasing tool for Boyd because the hotel company is the eighth-largest in the U.S. with “over 1,000 properties totaling 100,000 guest rooms across 13 brands.”
The Boyd venues that are part of the agreement are as follows: Aliante Casino Hotel and Spa; Ameristar Casino Hotel Kansas City; Ameristar Casino Resort Spa St. Charles; Belterra Casino Resort; Blue Chip Casino Hotel Spa; California Hotel and Casino; Cannery Casino Hotel; Delta Downs Racetrack Hotel & Casino; Diamond Jo Worth; Fremont Hotel & Casino; Gold Coast Hotel and Casino; IP Casino Resort Spa; Main Street Station Hotel and Casino; The Orleans Hotel and Casino; Par-A-Dice Hotel and Casino; Par-A-Dice Inn; Sam’s Town Hotel and Gambling Hall; Suncoast Hotel and Casino; and Valley Forge Casino Resort.