Virgin Hotels in Las Vegas, which has struggled to gain a foothold and establish a niche in the competitive casino industry in the city, has launched a brand-new rewards program. The rewards program, called Cherry Rewards, will debut in March, and it is an all-encompassing program that will allow customers to earn as well as redeem points on nearly every dollar they spend.

Virgin Hotels in Las Vegas is all set to introduce its new customer rewards program, Cherry Rewards, making a significant shift in its loyalty offerings. Scheduled to debut in March, this all-encompassing platform aims to enhance the guest experience by rewarding patrons for spending across the resort.

The launch follows an extended transition period where Virgin Las Vegas took over casino operations from MGE, or Mohegan Gaming & Entertainment. The transition, announced in May of last year, signaled the end of the Momentum loyalty program, used by Mohegan, at the property. Cherry Rewards is designed to be more comprehensive, offering a broader range of benefits to guests.

A comprehensive loyalty experience

According to a statement from Virgin Hotels Las Vegas, Cherry Rewards will allow members to earn as well as redeem points on nearly every dollar they spend throughout the resort. This includes dining, retail purchases, gaming, and even experiences at the resort pool.

"The all-encompassing loyalty program will allow members to earn and redeem points on almost every dollar spent throughout the resort - from dining to the resort pool, retail, and gaming, members will be able to celebrate every win and experience all the resort has to offer," the statement reads.

In an effort to ensure a seamless transition, current members of Mohegan's Momentum program will be automatically enrolled in Cherry Rewards. They will be able to pick up their new membership cards at the Vegas property beginning March 5.

Cherry Rewards could boost Virgin Las Vegas' market position

The introduction of Cherry Rewards could serve as a much-needed catalyst for Virgin Las Vegas. Since opening in 2019, the property has struggled to establish itself in the competitive Las Vegas casino and resort scene. Its off-Strip location has presented challenges in attracting tourists, while the venue has also yet to secure a strong foothold within the local gaming market.

The addition of a compelling loyalty program could help change that. Casino rewards programs have long been recognized as crucial tools for customer retention and acquisition. The more straightforward and rewarding these programs are, the greater their potential to enhance customer engagement and revenue.

"As one of the most transparent and easily understandable casino rewards programs in the city, Cherry Rewards offers members simpler ways to earn points and level up faster. Benefits now last longer, and members have more rewards to choose from than ever before," Virgin stated in the press release.

Additional details on signup bonuses, tier matching, and special promotions are expected to be revealed in the coming weeks.

What sets Cherry Rewards apart?

Loyalty programs are a staple in the travel and hospitality industry, and casino operators frequently update and expand these initiatives to better serve their customers. Virgin's Cherry Rewards appears to follow this model, but its approach may distinguish it from competitors over time.

Unlike some casino loyalty programs that primarily reward gaming activity, Cherry Rewards will extend benefits to non-gaming experiences such as dining, retail purchases, and resort amenities. This holistic approach could make the program more attractive to a diverse range of guests, including those who visit for entertainment and leisure rather than strictly for gaming.

Additionally, many rewards programs impose complex point-earning structures or short expiration periods for rewards. But by avoiding such restrictive features, Cherry Rewards has the potential to stand out as a more user-friendly and valuable program.

While the hotel at Virgin Las Vegas operates under the Curio Collection by Hilton, the press release did not indicate whether Cherry Rewards would have any integration with Hilton HHonors, Hilton's own loyalty program.

As Virgin Las Vegas looks to carve out a stronger presence in the highly competitive casino industry, Cherry Rewards may play a key role in enhancing its appeal. With a broader and more accessible rewards structure, the program has the potential to attract a wider audience and enhance customer loyalty.