Caesars Entertainment Expands 'Total Rewards' Loyalty Program Beyond Gaming

Total Rewards for Meeting Planners
Last year, Caesars Entertainment Corp. launched what it said was the gaming industry's first-ever loyalty program targeted specifically to meeting and event clients.

Called Total Rewards Meetings & Events, the program allows meeting planners to earn Total Rewards credits for the business they bring to Caesars Entertainment properties across North America.

Under the newly expanded Total Rewards program, meeting planners continue to earn credits based on dollars paid by the master account, at the rate of one credit per $1, or one tier credit per $5. Planners can redeem credits for the same goods and services as other Total Rewards members — including room stays, spa treatments and dining — and also can apply them toward future meetings and events at Caesars Entertainment properties.

Casinos aren't just for gambling anymore. And neither is Total Rewards, Caesars Entertainment's customer loyalty program, the company announced this month.

Traditionally, customers at Caesars' casinos — which now number 52 worldwide, including nearly 40 casino-resorts across North America under the Caesars, Bally's, Harrah's and Horseshoe brands — received rewards points primarily for gambling, with points awarded based on play at slot machines and table games. Now, points also are awarded — at the rate of one credit per dollar spent — for dining, entertainment, shopping, spa treatments and accommodations, as well as online purchases made via the "Total Rewards Marketplace," a new Internet shopping portal through which Total Rewards members can access more than 500 participating retailers, such as Best Buy, Target, Barnes & Noble and Banana Republic.

"Total Rewards has long been considered the standard-bearer for loyalty programs within the gaming industry," said Caesars Entertainment President and CEO Gary Loveman. "However, our business has grown to encapsulate so much more than gaming; every single one of our nearly 40 resorts across the country provides a 360-degree entertainment experience. This next generation of the Total Rewards program seeks to expand the customer experience by providing additional ways for our members to earn points both on and off property. Total Rewards is no longer just a gaming loyalty program; whether traveling for business or pleasure, playing or simply staying, all of our guests will find value and benefit in a Total Rewards membership."

Caesars celebrated its Total Rewards expansion at 9 p.m. ET on March 1 with simultaneous live concerts in Los Angeles, Chicago, New Orleans and New York, featuring performances by Cee Lo Green, Mariah Carey, Maroon 5, Mary J. Blige, P. Diddy and Gavin DeGraw. In the audience were new and existing Total Rewards members, who witnessed the launch of "Escape to Total Rewards," a 90-day promotion supporting the revised Total Rewards program. As part of "Escape to Total Rewards," Caesars — which says the promotion is the largest in the company's history — will give Total Rewards members the chance to win more than 90,000 prizes by playing an online game, including the grand prize: an all-expense paid trip for eight aboard a private jet to Caesars Palace in Las Vegas.

With 40 million members, Total Rewards is the gaming industry's largest nationwide customer loyalty program. Members can redeem reward points for free play at Caesars casinos, preferred pricing at Caesars restaurants, discounts at on-property retailers and — a new benefit that's part of the expanded program — gift certificates that can be used for online purchases via the Total Rewards Marketplace. For more information, visit