Sands, Melco, Galaxy to benefit most from rise of premium market

Macau gaming operators Sands, Melco and Galaxy are best placed to capitalize on the rise of the Chinese premium market, according to Bernstein Research.

The brokerage published its latest report, titled “China Consumer: Where to Play, How to Win… Premium is the New Mainstream,” on Friday, covering the latest trends in premium mass spending, preferences and trends.

Other brands set to benefit more from premium mass include Wuliangye, Moutai, Pernod Ricard (Beverages); BMW, Mercedes (Autos); Samsung (Smartphones); and Marriott (Luxury Hotels).

Within the premium mass market segment, Bernstein said it has observed that younger customers tended to prefer Melco resorts, while the older generations preferred SJM and Wynn.

“In our 2017 China Premium Consumer Usage & Attitudes Survey, we had found that for each casino brand, age composition of customers has a skew — SJM and Wynn had an older customer skew, while Melco customers tend to be younger,” said Bernstein.

“Over the next five years, different operators may wish to employ strategies targeting provinces where age demographics (and income demographics) are more favorable to their properties.”

It also noted that higher end customers tended to prefer Melco and Wynn, while lower-end customers would stay away from the two compared to others.