Sands China to Work with Travel Platform Agoda to Increase Macau Visitation
Sands China, the Asian arm of US casino and hospitality company Las Vegas Sands, announced on September 5 a strategic partnership with the digital travel platform Agoda aimed at promoting Macau to international travelers. The collaboration will focus on launching a series of marketing campaigns in the fourth quarter of this year to boost Macau's global tourism presence.
The Sands Cotai Central resort in Macau at night. (Source: Las Vegas Sands)
LISTEN TO THIS ARTICLE:The partnership is designed to foster "mutually beneficial cooperation" between Sands China and Agoda. The two companies will explore various business opportunities across different sectors, particularly leveraging Agoda's strong presence in Asia to attract more visitors to Macau. This strategic alignment is expected to enhance the comprehensive development of Macau's tourism market, bringing new opportunities to both firms while advancing the city's appeal as a global destination.
"We are thrilled to have cemented this meaningful agreement with Agoda. As visionary companies in our respective industries, we believe that we can make a positive impact on Macau's tourism economy, and [this is a] further demonstration of Sands China's commitment to supporting the various tourism+ initiatives and increasing diversification of visitor source markets."
Sands China and Agoda will jointly engage in co-marketing efforts to increase awareness and drive visitor conversions to Sands China's properties in Macau. By combining their marketing expertise, the companies hope to amplify their reach and provide attractive packages that cater to international tourists. This initiative will include customized products and experiences aimed at high-value guests, with the goal of improving the overall travel experience in Macau.
As part of this collaboration, Agoda plans to introduce a new cross-selling function on its platform, which will promote flight options linked to Sands China's hotel offerings. This feature is intended to streamline the booking process for travelers, making it easier for them to plan trips that include both flights and accommodations. This development reflects the companies' broader goal of providing seamless and integrated travel experiences for their users.
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A Timely Arrival
The announcement comes just before the upcoming Golden Week holiday in October, which is a key period for Macau's tourism industry. Early indicators suggest strong demand, with many hotels already fully booked. According to analysts from brokerage CLSA, 28 out of 34 Macau hotels they track were fully booked for the peak weekend of 5 to October 6. Furthermore, hotel prices have risen significantly as the holiday approaches, reflecting the high demand for accommodations.
Despite some fluctuations in hotel room rates, the general trend points to a rise in prices as Macau gears up for Golden Week. Analysts at CLSA have noted that certain hotels, such as the Grand Lisboa Palace, have adjusted rates downward, while others, such as properties under the Galaxy and MGM China brands, have consistently seen high bookings and room price increases. The overall trend indicates a robust recovery for Macau's tourism and gaming sectors post-pandemic.
However, despite the expected improvement, the analysts still approach Golden Week revenue with caution. They lowered their gross gaming revenue forecasts for both this year and next, putting the estimates at $28.4 million and $29.6 million, respectively.
This is partly due to Macau's increased scrutiny of money lenders and a concerted effort to eradicate illegal money lending operations. It also, although CLSA didn't mention it, could be due to the upcoming regime change in Macau's government leadership.
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