The Fontainebleau hotel in Las Vegas has been included in American Express' Platinum Hotel Program.
The well-known Fontainebleau Las Vegas resort has found a new way to attract wealthy patrons by becoming part of the American Express Fine Hotels and Resorts (FHR) program. This exciting announcement was recently made on the casino's X (previously Twitter) feed.
This luxurious integrated resort in the heart of the US casino scene is now part of an elite list of global hotels that participate in the FHR program. This means that American Express Platinum Card Members can enjoy lower rates and exclusive benefits at Fontainebleau Las Vegas. However, as of right now, the resort is not yet appearing on the FHR website's search results, so it's unclear when this update will happen.
Why It's Significant for Fontainebleau Las Vegas
While there are plenty of partnerships between gaming companies and other travel and leisure-related businesses, Fontainebleau's agreement with American Express Platinum could be extremely valuable for a venue trying to establish itself.
At the moment, it's estimated that around two million Americans hold the Amex Platinum card. However, it's unknown if these cardholders are all personal or business customers. Nonetheless, it's a large number and each of them pays $695 a year for the card, making it clear that these are affluent consumers who will be targeted by Fontainebleau Las Vegas.
Additionally, according to Departures magazine – which is for Amex Platinum customers – the average American Express Platinum cardholder is 49 years old with a household income of $330,000, a net worth of $2.5 million, and owns three properties. This tells us that the casino is looking to attract a high-rolling crowd.
Joining the exclusive ranks of other upscale Las Vegas properties like Crockfords at Resorts World, Four Seasons, Palazzo at the Venetian, the Waldorf Astoria, and Wynn and Encore on the platform, Fontainebleau Las Vegas has the potential to benefit from this deal.
Other Ways Fontainebleau Could Profit from the Amex Deal
Critics and Las Vegas experts have been expressive about the difficulties that Fontainebleau Las Vegas has been facing since its grand opening in December 2023. The primary issues seem to be its location and competition from nearby resorts, Resorts World Las Vegas and Wynn and Encore. Currently, the only high-end casino hotels that have seen success on the northern part of the Strip are the two Wynn properties.
If the American Express Platinum collaboration results in more affluent guests and gamblers visiting Fontainebleau, it might lead to an improvement in the situation for the north end of the Strip. Additionally, Amex offers a different tier of hotels, known as the "Hotel Collection", which includes Aria, Bellagio, Conrad at Resorts World, Cosmopolitan, Delano, Mandalay Bay, MGM Grand, the currently closed Mirage, and the Venetian. Being part of this collection could help increase the clientele for the resort.
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