The hospitality landscape in Vegas is one of the most competitive markets in the world. Everyone is vying for upscale guests to fill their rooms and book their amenities. When The Cosmopolitan opened their doors in 2010 there was no other hotel like it. Their advertising broke the rules of the game, and they’ve become a brand known for a different side of Vegas.

Since that first breakthrough creative almost a decade ago, there has been a growing number of hotels trying to imitate their formula. This resulted in a sea of sameness with hotels competing for differentiation.

The objective of The Connected Hotel is to reignite the brand as top of mind for potential guests and create a system of value that would convert a customer’s loyalty on the 1st or 2nd visit, increase direct bookings, and grow overall spend during guest’s stay, on the property.

When people go to Vegas, they’re looking for experiences, but often all they end up with is a room.

The Cosmopolitan brand promise is to deliver the unexpected so that guests can cash-in on the ultimate social currency: better stories. The Connected Hotel helps guests create their own narrative by putting them in the center of a set of functionally integrated experiences and services aimed at exposing them to new things around the resort based on their passion sets.

This system is the first of its kind combining media, marketing communications, AI, and operations into a holistic experience to convert guests to loyal customers. Instead of investing in just a campaign like most hotels, this holistic approach ensures that no matter where a guest enters the ecosystem, The Cosmopolitan is delivering on their brand ethos–Just the Right Amount of Wrong.

Our core audience is the Creative Class, a group of men and women aged 21-54 w/HHI of $100K+ interested in a different, more unexpected side of Vegas.

Our connected media dashboard can tailor our targeting to identify the ideal audience: those likely to book within the next 1-2 years. Within those platforms, we focus on high-end, luxury, travel intenders with affinities and interests related to The Cosmopolitan offerings including entertainment, restaurants, travel, and leisure. We’re also able to model look-a-like audiences of past guests with the help of CRM and data partners to extend our prospecting.

Our dynamic approach is fused with the booking funnel, allowing us to target a broader audience with awareness-focused tactics while using niche targeting for individual passion sets with conversion-driving tactics. And with our dynamic creative with tailored messages, we're able to be hyper-contextual across our guests’ interests.

In 2018 The Connected Hotel came to fruition.

A campaign, Behind Closed Doors, was launched in January of 2018, that spanned multiple ad platforms to reignite the brand’s ethos–Just the Right Amount of Wrong. It’s purpose was to reconnect with the consumer, showcase the hotel redesign, and keep The Cosmopolitan as the top-of-mind destination among would-be travelers.

Dynamic campaign creative was served up by our connected media dashboard and targeted the most promising prospects with tailored campaign messaging playing into their specific interests.

Rose, our digital concierge and resident AI, was upgraded to a new platform which enabled us to tap into machine learning, and when paired with historical data sets and human operator reports, made her responses more contextual and nuanced.

Finally, a new, narratively-led CRM strategy and reimagined loyalty program was implemented to entice guests with The Cosmopolitan’s amenities and reward them for participation.

Since The Connected Hotel launched, direct booking is up 37%, and direct booking revenue is up 66%.

Rose, the resident AI, helped increase on-premise spend by 15%.

23% lift in brand consideration.

10% increase in brand awareness and favorability.

Surveyed guests rated their stay a 9+ out of 10, on average, and rated their intent to come back a 9.1 out of 10 on average.