SLS Las Vegas Joins Hilton HHonors Program
SLS Las Vegas has joined Hilton Hotels' Hilton HHonors program under a newly launched sub brand called Curio (unrelated to the new gift shop at Cromwell that sells monkey shaped candelabras that are strikingly similar to the SLS logo). Hilton HHonors members will be able to earn and use rewards points at the property.
Based on recent history, we knew SLS was going to have to joint a larger hotel group loyalty program at some point, just as other resorts without extensive marketing databases have done - Cosmopolitan with Marriott Platinum Rewards, Tropicana did with Hilton's DoubleTree mark, The D with Lexington by Vantage and LVH with Red Lion Hotels among others.
Even though SBE operates an aggressive cross marketing campaigns with email sign up drives, their database has absolutely nothing to do with gaming and only partially to do with Las Vegas (via Hyde at Bellagio and Double Barrel, 800 degrees at Monte Carlo.) I'm still baffled that SBE sold their Sahara database to MGM as part of the post-closure firesale. Do contact lists have a shelf life or did SBE think that Sahara customers (me and probably you) weren't worth taking money from. Perhaps MGM forced their hand? Perhaps SBE needed the money?
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