Virgin Las Vegas Rolls Out New Rewards Program

Posted on: February 25, 2025, 05:23h. 

Last updated on: February 26, 2025, 10:15h.

Todd Shriber @etfgodfather Read More
Expertise: Financial, Gaming Business, Mergers and Acquisitions.
  • Virgin Las Vegas announces new customer rewards program
  • Cherry Rewards scheduled to debut in March

Virgin Hotels Las Vegas announced the debut of its new casino and hotel loyalty platform, Cherry Rewards. That program is expected to launch in March.

Virgin Las Vegas resort fee Strip
A sign at Virgin Las Vegas. The casino resort is debuting a new rewards program in March. (Image: Virgin Hotels)

The move arrives after a multimonth transition period in which Virgin took over control of casino operations at the off-Strip property from Mohegan Gaming & Entertainment (MGE). That move was announced last May. Previously, the casino at Virgin Las Vegas used Mohegan’s Momentum loyalty platform. Cherry Rewards is broad in its approach.

The all-encompassing loyalty program will allow members to earn and redeem points on almost every dollar spent throughout the resort — from dining to the resort pool, retail, and gaming, members will be able to celebrate every win and experience all the resort has to offer,” according to a statement.

Members of Momentum will be automatically transitioned to Cherry Rewards and are eligible to get their new cards at the Las Vegas property starting March 5.

Cherry Rewards Could Boost Virgin Las Vegas

The new rewards program could be the jolt that Virgin Las Vegas needs to find its groove. Since opening in 2019, the venue has struggled to find a niche. It’s located off the Strip, prompting some industry observers to speculate it’s not a prime tourist spot. Likewise, the venue isn’t viewed as emphasizing the Las Vegas locals demographic.

It’s possible that Cherry Rewards could contribute to the jumpstart Virgin Las Vegas is looking for. Casino rewards programs are known as prime customer acquisition and retention tools for operators. The easier-to-understand and more rewarding loyalty programs are, the more potent they can be in boosting operators’ top and bottom lines.

“As one of the most transparent and easily understandable casino rewards programs in the city, Cherry Rewards offers members simpler ways to earn points and level up faster. Benefits now last longer, and members have more rewards to choose from than ever before,” added Virgin in the press release.

The operator added that details on tier matching, signup bonuses, and other promotions will be announced in the weeks ahead.

Cherry Rewards Could Have Advantages

Travel and leisure companies, including gaming operators, frequently alter and expand rewards programs to broaden appeal to customers. Virgin’s Cherry Rewards is part of that playbook, but the new rewards scheme could meet with positive reviews over time due to its depth.

Some casino loyalty plans only reward customers for betting while delivering no points or tier credits for dining and hotel stays. Others are complex in terms of how points are earned or feature strict timelines for redemption. By eschewing those traits, Cherry Rewards could carve out a favorable niche.

The hotel at Virgin Las Vegas is operated by Curio Collection by Hilton, but the press release didn’t mention any potential intersection between Cherry Rewards and Hilton HHonors.