What Happened:
MGM Resorts launched new Milestone Rewards to address member engagement drop-offs between tier levels, according to VP of Loyalty Marketing Anil Mansukhani. The program includes rollover tier credits that give members a head start toward next year's status and celebration credits worth $100-$500 in property benefits.
MGM deployed a digital concierge powered by AI to handle loyalty program inquiries, aiming to reduce friction in the member experience. The tool currently focuses on frequently asked questions but will expand to enable transactions and personalized benefit recommendations.
The company also enhanced partnerships with Marriott Bonvoy and Royal Caribbean, offering improved tier matching and complimentary cruise benefits. Gold tier members now receive annual cruise benefits for the first time, while Platinum and Noir members get upgraded cabins and better itinerary access
These insights were discussed during Mansukhani’s conversation on Loyalty360’s Brand Stories podcast.
Our Take:
MGM's approach tackles a common challenge in lifecycle marketing of keeping customers engaged after they achieve a goal. The company's data revealed that members were slowing or stopping their spending after reaching tier status. Rather than lowering tier thresholds, which would devalue the achievement, MGM created interim motivators that maintain momentum. By giving members progress toward next year's status, MGM creates a switching cost, if you walk away from the program means, that means losing that banked value.
Another notable strategy is MGM's investment in measurement. The company is monitoring where customers stall in their journey and using both quantitative spend data and qualitative member surveys to diagnose problems.
MGM's approach to partnerships with Marriott and Royal Caribbean is also interesting. Mansukhani emphasized a "win-win-win" scenario where both brands and the customer benefit and MGM ensures the partnerships drive measurable value and “brand love."
For example, The Royal Caribbean cruise benefits provide a high-value, exclusive perk that reinforces the member's status while helping Royal Caribbean acquire new, high-net-worth customers.
Lastly, MGM’s early moves with AI demonstrate a more pragmatic approach to using AI in lifecycle marketing. Instead of flashy personalization claims, the company is using AI to reduce friction: answering loyalty questions, simplifying benefit discovery, and eventually enabling transactions directly through a digital concierge.
Listen to the full conversation here.