The newest and most popular resort in America’s gambling mecca, Fontainebleau Las Vegas, is making a risky move by collaborating with American Express Fine Hotels and Resorts (FHR) in an attempt to appeal to rich guests. Located inside the renowned Amex Platinum hotel booking network, Fontainebleau, surrounded by the legendary glitz and glamour of the Las Vegas Strip, is set to become one of the most opulent lodging options around.
The news that Amex Platinum Card Members would benefit from affordable prices and freebies at Fontainebleau was first made public earlier today on the resort’s creative X feed (formerly Twitter). Even though Fontainebleau is a relatively new addition, it is not yet listed on the FHR website in the Las Vegas area or under its name. The exact timing of this expected upgrade is yet unknown.
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The strategic partnership between Fontainebleau Las Vegas and Amex Platinum is widely seen as a crucial decision. Even while there are many examples of mutually beneficial partnerships between gaming giants and companies in the tourism and leisure sectors, Fontainebleau’s agreement with Amex Platinum could be crucial for a venue that is still making a reputation for itself.
When February 2023 rolled around, there were an astounding two million Amex Platinum members in the US. It’s unclear if this number includes both personal and corporate clients, but there’s no denying that Fontainebleau is targeting a certain group of people who are willing to pay $695 a year to have the luxury of possessing the card.
This idea is supported by data. Departures, the Amex Platinum client magazine, reports that the typical cardholder is over fifty years old, with a net worth of $2.5 million, and a respectable $330,000 annual family income in addition to three residences. It follows that the Strip city’s venues that are included on American Express Fine Hotels and Resorts are among the best in the business. The Palazzo at the Venetian, Waldorf Astoria, Crockfords at Resorts World, Four Seasons, Wynn, and Encore will all be present at Fontainebleau Las Vegas.
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Since its $3.7 billion opening in December, one of its biggest obstacles has been the highly sought-after location of Fonatinebleau Las Vegas, near the northern end of the Strip. Not to mention, its esteemed position is adjacent to other similarly spectacular venues including Wynn and Encore as well as Resorts World Las Vegas. But if the partnership with Amex succeeds in attracting a wealthier customer, there’s a possibility that the northern part of the Strip would see comparable benefits.
Additionally, a number of the best hotels in Las Vegas, including Aria, Bellagio, Conrad at Resorts World, Cosmopolitan, Delano, Mandalay Bay, MGM Grand, and the dormant Mirage and Venetian, are part of Amex’s smaller but still impressive “hotel collection.” With such esteemed companies, this alignment will be extremely beneficial to Fontainebleau.
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