MLCV Grand Casinos' digital transformation boosted hotel bookings by 443%, enhancing their website, player management, and content delivery across business units.
Key Takeaways
Direction
Speed
Velocity
The Challenge
MLCV Grand Casinos faced critical challenges with their outdated website, which failed to deliver a seamless digital experience. The site’s limited functionality and poor user interface did not reflect the 5-star experience of their casinos and resorts, leaving guests disengaged. Lacking location-specific content and timely event updates, the site frustrated users searching for nearby games or events. Personalization was minimal, restricting tailored experiences and missing revenue opportunities. Navigation was cumbersome, burdened by excessive clicks, driving users away and reducing customer engagement and bookings.
Operationally, the website required constant patchwork maintenance, increasing inefficiencies for the marketing team. Automation was absent, leaving campaigns manually managed and redundant. Frequent downtime further undermined reliability and accessibility, putting MLCV Grand Casinos at a significant competitive disadvantage in the hospitality industry. The need for a modern, engaging, and efficient digital presence became paramount to address these shortcomings.
"Ecstatically our website is so much more beautiful. I love the look of the new site, Icreon nailed it. A lot of people have commented that the website is so much easier to navigate. And throughout this project one of our main goals was to make the experience easier and more intuitive for our guests. I am so proud of the work that we did with Icreon. This project went really, really well and I’m excited for a continued partnership. Ultimately, we had a partner that we could lean on, learn from, and grow from, so I would recommend working with Icreon."
- Ryan McGrath, Executive VP of Digital and Marketing Innovation, ML Corporate Ventures
Our Solution
Facing challenges from an outdated digital experience and infrastructure, MLCV Grand Casinos sought growth by partnering with Icreon. They transformed web experiences, player management, and content delivery systems across gaming, dining, events, and hospitality, resulting in accelerated growth.
Direction
The transformation plan was designed with a clear focus on enhancing the guest experience. By integrating data across all touchpoints, the Icreon team built a strategic roadmap to ensure that personalized offers were presented at the right moments based on guest preferences in the past and seasonal trends. This strategic approach aimed to reduce friction, increase guest engagement, and drive conversions, aligning with MLCVs' vision of delivering personalized, automated offers across a grand, unified platform accessible via both web and mobile apps.
Speed
Leveraging insights from click map analysis and real-time data, Icreon reimagined the platform with streamlined navigation and user-friendly interfaces, minimizing friction and maximizing engagement. Advanced personalization, powered by Sitecore XM Cloud, delivered tailored experiences based on individual guest preferences. From their favorite room types and casino games to preferred concert genres and dining styles, every interaction was customized to enhance satisfaction and loyalty.
Optimized for both web and mobile, the design ensured guests could effortlessly access personalized offers and services, creating a luxurious and connected digital experience across all devices.
Velocity
Our partnership with MLCV Grand Casinos helped them achieve remarkable results. A website redesign, advanced personalization, and a streamlined player management portal boosted engagement and loyalty – leading to 115% increase in bookings, 443% growth in hotel booking initiations, an 83% rise in on-site time, a 22% increase in return visits, and a 53% drop in abandoned bookings, driving growth and customer satisfaction.
Platforms
