Published on: May 27, 2026, 10:04 AM.
Updated on: May 27, 2026, 10:04 AM.
- Visitors to Las Vegas generally feel the city offers good value for their money
- This contrasts sharply with sentiments from 2025, when tourists voiced frustrations over perceived greed among casinos
- Despite stagnant visitor numbers in the first quarter, hotel rates have nonetheless increased
Recent survey results indicate that public perspectives on Las Vegas and its value are notably improving.
The year 2025 was particularly challenging for Las Vegas.
The city faced significant backlash over allegations of price gouging, as casinos frequently hiked resort fees, food costs, and tightened gaming odds. Reports on social media about $26 water bottles from minibars captured public attention.
Industry leaders admitted that pricing strategies had gone awry. MGM Resorts CEO Bill Hornbuckle acknowledged that the industry had “lost control of the narrative” and committed to being “more responsive” to pricing concerns.
The market’s response to customer discontent appears to have positively impacted public perceptions of Las Vegas.
Most Believe Vegas is a Value Destination
A recent survey conducted by Truist Securities involved nearly 800 visitors to Las Vegas, revealing more favorable opinions about the Strip and its surroundings than expected, according to Truist gaming analyst Barry Jonas.
A significant 74% of respondents view Las Vegas as a good value destination, 88% appreciate the new all-inclusive pricing systems, 65% believe their perception of the city has improved over recent years, and 78% plan to visit within the next year,” Jonas noted.
Almost 40% (38%) expressed that their views on Las Vegas’ value are now “much improved.” An additional 26% feel that their opinions are “slightly improved.” Only 8% believe Las Vegas’ value has declined (7% “slightly worse,” 1% “much worse”).
These shifting sentiments are contributing to stronger hotel booking trends, according to Jonas.
Our latest survey on the Las Vegas Strip indicates a strong second quarter, overcoming a weaker April, thanks to robust performance in May and stable projections for June. Momentum appears to be carrying into July (initial insights) with rates climbing across the board,” Jonas elaborated.
Truist anticipates a vigorous July for high-end rooms and positive shifts across mid-range and budget segments.
Rise in Casino Room Rates
Visitor numbers to Las Vegas dropped by 7.5% in 2025. However, the trend halted through March 2026, even though a recovery is still pending.
According to the Las Vegas Convention & Visitors Authority, roughly 9.74 million tourists visited Las Vegas in the first quarter, reflecting a slight gain of 0.4% compared to the same period in 2025.
While Las Vegas has seemingly shifted its narrative on value perception, the casino industry successfully raised guest room rates this year. The average price for a Strip casino hotel room has increased by 7% to $216, while downtown hotel rooms are 3% pricier at $104.
If Jonas’ forecasts for June and July hold true, room rates are likely to escalate even further.