Total Rewards Reportedly Will Rebrand to Caesars Rewards

In what would be a big shake-up in the casino loyalty club realm, we’re hearing Caesars Entertainment will rebrand its popular Total Rewards program to Caesars Rewards in early 2019.

There’s been no official announcement of the Caesars Rewards roll-out, but when has that ever stopped us from sharing news?

Total Rewards Diamond

Using a loyalty club card is one of the best ways to get your fair share of perks.

The Total Rewards loyalty program began as Total Gold. Later, the program was called Total Rewards II.

Caesars Entertainment’s growth into a casino powerhouse owes a lot to its loyalty club, created in 1998 by the company’s former CEO Gary Loveman, borrowing heavily from similar programs in the airline industry.

How valuable is the Total Rewards program? In the company’s recent bankruptcy, the Total Rewards database was valued at a billion dollars. Yes, with a “b.”

Caesars Entertainment reports Total Rewards has about 55 million members.

Caesars Rewards

Unrelated to anything, don’t miss our alternative ways to use your loyalty club cards, including as ninja throwing stars.

While it’s unknown when the rebrand to Caesars Rewards is expected to occur, insiders suspect it will be Feb. 1, 2019, because higher tier cards in the program expire on Jan. 31.

It’s also unknown what changes to the loyalty club might accompany the rebrand.

Caesars Entertainment is currently trying to make the most of its brand, including licensing the Caesars name for non-gambling resorts in Dubai and Puerto Los Cabos, Mexico (we broke that news, naturally).

In related news, we hear Caesars is also going to experiment with a new rewards center at Linq said to be similar to an Apple store environment. You’ll know more when we do.

Should the rumor pan out, a rebrand from Total Rewards to Caesars Rewards is a bold move given the substantial investment made over a number of years to making Total Rewards one of most-recognized casino loyalty clubs in the world, the other being M Life Rewards from MGM Resorts.

In 2012, Caesars spent tens of millions for a relaunch of its Total Rewards loyalty program. The promotion was called “Escape to Total Rewards” and featured simultaneous concerts in New York, Los Angeles, Chicago, and New Orleans. No expense was spared, and artists included Mariah Carey, Sean “Diddy” Combs, Maroon 5, Gavin DeGraw, Mary J. Blige, Lil’ Wayne and Cee Lo Green.

Full disclosure: We used to work at Caesars Entertainment and did their Total Rewards loyalty club e-newsletter, with about five million subscribers. Yes, that’s less a disclosure thing and more of a humblebrag, but you know how we are.

12 thoughts on “Total Rewards Reportedly Will Rebrand to Caesars Rewards

  1. rich

    If they change it up and make it closer to MGM then they will lose a lot of market share. The rewards program is the only thing that keeps me on Caesars properties.

    Reply
    1. grid

      MGM in Vegas is $3.00 coin on a slot for 1 penny in express comps AND 1 penny in point play. That is 10 cents in point return for every $15 of coin. Total Rewards is 1 penny in reward credits for $5 coin. Or 3 cents for $15.

      Why would you NOT want Total Rewards to go the Mlife route? Even the stupid specialty slots are 1 + 1 on $10 coin so it is exactly the same return. Expect it costs you 2 reward credits for 1 penny if you want to use them for free play.

      The best thing that could happen is if TR turned into Mlife as far as earning are concerned.

      Reply
      1. Steve

        Most of Total Rewards “Rewards” comes via the mailers which are vastly superior to MGM’s mailers. If you play a bunch your hosts will comp off whatever charges you want comped at either program….but nobody sends out better mail than Caesars/Total Rewards.

        Reply
  2. William Wingo

    Boyd gaming recently revamped their rewards program. It’s too early to tell for sure, but at this point it doesn’t look like an improvement. Now CET follows suit. Maybe this is part of a larger trend…?

    Reply
    1. alex

      If casino rewards programs mirror what’s happened in travel rewards programs, I’d expect a downgrade. Virtually every major change that airlines and hotel companies make to their rewards programs is a devaluation.

      As to the reason, it’s basically “Because we can”. The general public sees these programs as a reward for something they already will do (gamble, fly, stay at a hotel). So major changes mostly get shrugged off.

      But, a certain percentage of clientele will get upset and vow to never gamble, fly, or stay at a hotel from that company. The loss of those people are usually offset by the savings made in the devalued “currency” of points. Plus, customers leaving company A will likely go to company B or C and not just completely stop gambling, flying, sleeping (at hotels). So, companies pick up customers that way, too.

      Reply
  3. Dean

    They’ve been promoting all year that 25,000 tier points would get you free admission to diamond lounge for the rest of 2018 and all of 2019. If they mess with that again as we enter the new year, I think there will be a lot of pissed off people!

    Reply
  4. Grish

    TR has great benefits in my opinion. My wife and I are both Diamond members and the Diamond Lounges are a pretty decent benefit. They have one at Harrah’s, Flamingo, Paris, Caesar’s, Planet Hollywood and Rio in LV. They also have them at most casinos outside of LV. Free drinks, hot meals in the afternoons (sometimes skimpy, sometimes really good) snacks and televisions to take a break. Also, we have stayed 3 times at Atlantis in the Bahamas for free in the last year and a half as they are partnered with TR. 4 nights for free valued at ~ $500 per night. We have also stayed in NOLA, AK-Chin, AZ and Tahoe for free based on our rewards. I’m sure there could be better benefits to the program, but for us it has been rewarding. Hopefully, the program gets better and not worse. The rate of which Vegas is going, however, it is likely to get worse. 🙁

    Reply
  5. George Rice

    Another example of a company in distress rearranging the deck chairs. Next is the $20M investment into a new corporate logo. Does anyone think they will improve the rewards to attract customers? Or do we think they will roll back the benefits to save a few bucks and piss off even more customers?

    Reply
  6. Steve

    You can bet with 100% certainty that Total Rewards will be watered down again this year just like last year. A rebranding gives Caesars carte blanche to make major changes to reduce the value of the program for players that they can’t do via annual incremental changes. The changes at Boyd are pretty awesome for slot players. If you play Video Poker the changes at Boyd are not good at all. I’d suspect that Total Rewards will further stack the deck against Video Poker players.

    I’d add MGM’s program is no walk in the park either unless you’re a slot player or very heavy hitter at Video Poker. Table Game players no longer get Express Comps and comps for Video Poker players accrue at a snails pace.

    Reply
  7. Nikki

    My guess is they will start to charge you to be a member. Caesars properties have become such rip offs. We quit soliciting them a couple years ago and we are tired of getting ripped off every time we turn around

    Reply

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