Two Way Hard Three | Las Vegas Casino & Design Blog

August 25, 2010

Cosmo Gets a Guest Database From Marriott

Posted by Hunter

The Cosmopolitan of Las Vegas, currently rising between CityCenter and Bellagio, has solved one of its bigger pre-opening problems - the lack of an existing customer database.

They've decided to partner with Marriott on this, giving those existing customers a Strip outpost to use their rewards points and the Cosmo a large database to market to. It's not a player database but it is better than nothing.

The Cosmopolitan is joining Marriott's 'Autograph Collection'. View the other participating hotels here:


Read archived comments (12 so far)
August 25, 2010 3:21 PM Posted by parchedearth

Initial reaction is this is another good step by Cosmo that needed to happen to fill those rooms. I assume they talked to Hilton, Hyatt and Starwood, but decided Marriott was a better deal. That said, will it further limit DB's options when they inevitably try to sell? While I am sure the hotels in the "Autograph Collection" are swell, they aren't exactly name properties in major cities. Cosmo doesn't exactly fit the boutique hotel image.

August 25, 2010 3:33 PM Posted by motoman

Parched: perhaps in Vegas it does, as one of the very few independents. From a Marriott PR:

"...The Autograph Collection, a new brand within the company’s global portfolio comprised of upper upscale and luxury, independent, hotels with distinctive personalities in major cities and desired destinations worldwide."

Dang, wonder if my few Rewards points from Macworld Expos past are still any good....

August 25, 2010 3:44 PM Posted by parchedearth

Personally, I'd like to see Cosmo go the next step and outsource management of the hotel. I'd be really excited if they could get it branded as "operated by Ritz Carlton". It seems like they are already outsourcing entertainment and dining; which would leave gaming. It would be interesting to know whether the dollars could work on this kind of arrangement.

August 25, 2010 4:15 PM Posted by mike_ch

Cosmo probably has too many rooms to fit the profile of a Ritz Carlton.

August 25, 2010 4:58 PM Posted by LeoNYC

As far as I know, since 2000 the Ritz-Carlton Hotel Company LLC has been a wholly-owned subsidiary of Marriott International.
This was a very smart move from both companies.

August 25, 2010 6:15 PM Posted by mike_ch

Marriott actually does do a similar co-op deal in Summerlin's JW Marriott. The casino is owned by Cannery Casino Resorts, because Marriott's corporate leadership has no interest in running a casino (issues with their Mormon faith, y'see.)

I wasn't saying that Ritz-Carlton wouldn't be interested, I was suggesting that I don't think Marriott wants to cut and paste that name onto the Cosmo. AFAIK, Ritz Carltons usually have 200-300 rooms, maybe 500 max. Cosmo has about 3,000.

August 25, 2010 6:29 PM Posted by detroit1051

Cosmopolitan continues to create pre-opening buzz, in contrast to the ho-hum Aria and CityCenter. This new relationship gives Cosmo access to the 7th largest retail website and draws high-end customers, both traditional and more contemporary, to Las Vegas. It seems to fit Cosmo's image by partnering with the Ritz Carlton group as well as Ian Schrager. Here's the full press announcement.

August 25, 2010 6:39 PM Posted by Hunter

I believe Unwin used to work for Schraeger.

August 25, 2010 6:56 PM Posted by detroit1051

Yes, Unwin was COO at Schrager before he left for Caesars Palace. Great background to open Cosmo.

August 25, 2010 7:03 PM Posted by John

Might those rooms not being opened in December become a Ritz-Carlton? Crazier things have happened.

August 26, 2010 12:13 PM Posted by socalduck

As someone who, at last count, is sitting on about 300k Marriott Rewards points, I can tell you this is very exciting news. Cosmo just moved way up on my consideration list.

September 3, 2010 8:52 PM Posted by GregoryZephyr

Actually a Ritz Carlton hotel within a hotel concept ala Four Seasons at Mandalay might make sense.