Cosmopolitan Rewards Program

This article about The Cosmopolitan of Las Vegas loyalty program Identity Membership & Rewards was originally written by Marc Meltzer in August of 2015. It has bees revised and updated by Steve White. The Cosmopolitan. Our Hotel Rewards Category 8 Points needed per night The Cosmopolitan is a unique luxury resort, hotel and casino located in the heart of the Las Vegas Strip. Guests enjoy oversized residential-styled living.

• Identity Card Cosmo
• Identity Membership Cosmopolitan Las Vegas
• Cosmopolitan Las Vegas Rewards Program

The allure of Las Vegas has long been the dream that you’ll leave the city with more than just memories. And in the decades since the first cards were dealt, gambling has given rise to rewards programs that offer more than just the mere possibility of monetary winnings.

Las Vegas rewards programs have been linked to how much money and time visitors are willing to spend on the casino floor. While this “play for pay” concept has worked for years, there’s often little incentive for the curious traveler looking to experience more during their stay.

Enter Identity Membership & Rewards from The Cosmopolitan of Las Vegas.

“You have to take care of your loyal customers,” explains The Cosmopolitan’s Director of Slot Marketing Catie Gillis. “We’ve been on the forefront of [customer service], and we have a program that truly gives back to all types of guests, gamers and non-gamers. We are not just a slot club. We are for everyone.”

For the gamers out there, Identity has long held appeal for offering one point back on every $2.50 wagered on reel slots. For those more interested in the resort experience, Identity offers five points back on every $1 spent on hotel, spa, dining, and shopping. Every 100 points earned translates to $1 in resort credit or $1 in free play on slots and video poker.

The Cosmopolitan is a playground for the adventurous, and Identity extends beyond the casino and encompasses the entire experience, and not just from the moment you arrive, but until the moment you leave.

Here are three reasons why Identity stands out in all the best ways.

Points That Travel

The Cosmopolitan’s long affiliation with Marriott International’s Autograph Collection means that travelers can take their Identity points with them when they leave Las Vegas.

“One of our greatest benefits of being part of the Identity Membership Program is that it’s not just about The Cosmopolitan and what you get in Las Vegas,” says Gillis. “You can convert your Identity points to Marriott Bonvoy points [and vice versa] and your travel options become unlimited which keeps us relevant after they leave Las Vegas.”

Either way, you’re able to access and spend the points you earned the way you want to, making it easier to plan your next trip to Las Vegas, or anywhere else.

Earn & Spend Anywhere

By far, one of the most enticing aspects of Identity is the ability to earn (five points for every $1) and spend anywhere within The Cosmopolitan of Las Vegas. Compare this to traditional rewards programs that only allow guests to use points at specific locations.

A Cosmopolitan guest can take advantage of the entire resort, from the Sahra Spa, Salon and Hammam to the sneaker boutique CRSVR and the expansive Block 16 Urban Food Hall. Everything is in play for Identity members.

Difference-Making Benefits

When you’re earning points the moment you book your room, it won’t take long to climb Identity’s tiers – Velvet, Sterling, Gold, and Platinum – for great perks. Each tier offers a real, tangible benefit that, unlike other programs, goes beyond a “free pull” during a predetermined hour of the day.

At Sterling status, guests receive complimentary self-parking, 2-for-1 tickets to The Cosmopolitan’s Opium show from the creators of Absinthe, and 2-for-1 entry into the Wicked Spoon buffet, as well as one complimentary room night stay per year. These tangible rewards increase at every level, from two complimentary nights (Gold and Platinum) to complimentary resort fees and complimentary valet (Gold and Platinum), and even airport transportation (Gold).

Additionally, for players, Identity offers 2x slot multipliers at Silver and Gold levels, with 3x slot multipliers available at the Platinum level.

“You feel the value,” says Gillis. “It’s not fluffy at all.”

Guests can access their Identity membership online 24/7, and curious travelers can sign up for the program via the Identity website.

The casino business is one of the most competitive and cut throat industries in the world where operators are constantly trying to out-innovate and out-market against their competitors. This puts consumers in quite a unique position when they visit Las Vegas, since this ultra competitive business environment forces the hotels and casinos to go above and beyond to build their customer’s loyalty.

Identity Card Cosmo

I’ve always been fascinated by rewards programs from a business perspective and how each operation determines when, who and how much to give in their endeavors to captivate their customers. Recently here on VegasGuy.com, we completed reviews of the 3 major comp programs in Las Vegas including Total Rewards (Caesars properties), Mlife (MGM properties) as well as Identity (The Cosmopolitan). See details below this online casinos list.

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Each of these programs has their own nuances, formulas and rewards for attracting and retaining guests /casino players, so we thought it would be a good idea to take a look at how an average consumer would fare under each of these loyalty programs. The great thing about Las Vegas is if you have money to spend (especially in the casino) these days it’s pretty easy to build status with a group of hotels and pretty much ensure that future trips will be either heavily discounted or completely free of charges.

The Scenario:

Let’s assume that the average person coming to Vegas has the following budget for a 4-day trip:

• Hotel Room Costs – $250/Night
• Food and Beverage – $125/Day
• Gambling Budget – $250/Day (for simplicities sake, all spent on Slots)

Now let’s take a look at how this consumer would be treated by the top loyalty programs in Vegas.

Total Rewards:

• Hotel Spend – $1,000 = 1,000 Reward Credits and 1,000 Tier Credits
• Food/Beverage Spend – $500 = 500 Reward Credits and 500 Tier Credits
• Gambling – $20,000 Wagers on Slots (assume 5% hold) = 4,000 Reward Credits and 4,000 Tier Credits

Total Earned: 5,500 rewards credits (worth $55 against you bill) and 5,500 tier credits (bumps you to platinum status in the program) which will give you access to future discounted or comped rooms.

Mlife:

• Hotel Spend – $1,000 = 25,000 Tier Credits
• Food/Beverage Spend – $500 = 12,500 Tier Credits
• Gambling – $20,000 Wagers on Slots (assume 5% hold) = 6,666 Base Points and 66,666 Tier Credits

Total Earned: 104,166 Tier Credits (Gold status) with perks such as 20% bonus on point earning, priority check-in and VIP access to the night and day club. You would also accumulate 6,666 base points on your casino play which would qualify you for $66.66 in express comps and $66.66 in free play on you card.

Identity Club:

• Hotel Spend – $1,000 = 5,000 Identity Points
• Food/Beverage Spend – $500 = 2,500 Identity Points
• Gambling – $20,000 Wagers on Slots (assume 5% hold) = 8,000 Identity Points

Identity Membership Cosmopolitan Las Vegas

Total Earned: You would accumulate a total of 15,500 Identity Points (Sterling status) which qualifies you for one free night per year, 2 times multiplier on casino points 2 for 1 buffet and VIP line access.

Cosmopolitan Las Vegas Rewards Program

So What’s The Best Bet?

Based on the scenarios above you’d be best to play at either MGM properties or the Cosmo where you would earn the most bang for your buck. Personally we’d take the Mlife program over the rest since it has a lot of different properties you can stay at and we like the flexibility of express comps and free play.

The biggest benefit for Cosmo is the free night stay (worth $250-$300) which is a good option if you plan to visit Vegas more than once per year, however in the long run Mlife probably makes the most sense.

Keep in mind also that these are just “front end” benefits that are guaranteed, but most players will also receive other offers from corporate marketing that include free rooms, dining, free play and much more.