Macau Peninsula resorts regaining favour

    Resorts on Macau’s Peninsula are regaining favour over their larger and more diversified peers on the Cotai strip, according to Galaxy Entertainment’s chief marketing officer, Kevin Clayton. Citing a study done last year, along with MGM China, Clayton said the research had identified a move by the “more discerning” customer away from Cotai and back to the peninsula. Clayton was speaking at a panel study at G2E Asia on Mass Marketing and how to reach target segments. He was responding in particular to a comment that some of the peninsula properties now seemed dated. He said the affluent Chinese gambler was looking for things such as high levels of personal service over the multi-tiered attractions of the bigger integrated resorts. Clayton pointed to the Wynn, StarWorld and MGM casinos there as being particularly successful. “The turnover of staff is very small in these resorts and they know many customers on a first name basis. They have a unity in these brands,” he said. The challenge for these resorts is more on how to manage hotel yields, with demand far outstripping supply. It’s a delicate balance between pushing up yields to benefit from the bigger players coming back and accommodating other clientele.