Who Are the Core Customers in MGM Resorts Company's Target Market?

High rollers at MGM Resorts and premium mass players frequent Bellagio and ARIA; they have the highest spend per visit and account for the majority of casino theoretical win. In 2025 MGM Resorts reported gaming revenue concentration that underscores VIP and premium mass as the most profitable customer cohort.

Business and convention attendees MGM Resorts courts via MICE offerings to stabilize mid-week occupancy; mid-week occupancy reached 94 percent in 2025, showing conventions' outsized role in revenue per available room and ancillary spend.

Through BetMGM, MGM Resorts targets younger bettors aged 25 – 45 to build lifetime value and feed resort traffic; BetMGM growth contributed materially to non-casino revenue trends in 2025 and expands the MGM Resorts target market into digital channels.

The premium mass and VIP segment is most important by revenue and on-floor yield – where MGM finds its most profitable customers – while MICE secures occupancy and BetMGM seeds future resort demand among millennials and Gen Z. See further company economics in How MGM Resorts Company Works and Makes Money

The Las Vegas Strip accounts for over 50 percent of consolidated EBITDAR as of Q1 2026; RevPAR at premier luxury properties exceeds $360, driven by high rollers at MGM Resorts and luxury travelers choosing MGM Resorts properties.

MGM China captured a 16.5 percent market share by pivoting to the premium mass audience after regulatory changes, making Macau a leading international market for MGM Resorts core customers and MGM Resorts target demographics analysis 2026.

BetMGM ranks top-three in iGaming in New York, New Jersey, and Michigan, where iGaming margins outpace sports betting; these markets host MGM Resorts customer segments who prefer digital wagering and cross-platform loyalty engagement.

Demand grew fastest in premium luxury rooms on the Strip and premium mass in Macau during 2025 – 2026, while iGaming adoption expanded in regulated US states, attracting younger leisure travelers MGM Resorts targets and increasing lifetime spend among MGM loyalty program member profile and benefits.

MGM Resorts core customers expand as the company taps Marriott Bonvoy's >210 million members, integrates BetMGM to reach sports bettors, and builds the $10,000,000,000 Osaka integrated resort to access Asia-Pacific leisure travelers MGM Resorts targets. This lowers customer acquisition costs and brings new international tourist segments targeted by MGM Resorts.

Retention rests on loyalty-data personalization, targeted offers to high rollers at MGM Resorts and business and convention attendees MGM Resorts, and upgraded property technology. With a projected 10% free cash flow yield in 2026, MGM can fund CRM and guest-experience investments that reduce churn and raise lifetime value.

MGM loyalty program member profile and benefits are central: cross-brand points, tailored promotions, and integrated data from Marriott Bonvoy create stickiness for leisure travelers MGM Resorts and luxury travelers choosing MGM Resorts properties. Analysts forecast a 6% CAGR in loyalty-driven revenue through 2026 as repeat demand rises.

The Marriott Bonvoy licensing agreement is the single biggest growth lever: direct marketing access to >210 million members materially lowers acquisition costs and accelerates reach into adjacent customer segments, including millennials and Gen Z travelers and high net worth individuals. See the Growth Outlook of MGM Resorts Company for more context.