asian culture

Optimize Room Occupancy to Maximize Casino Revenues

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Steve Karoul is a recognized casino consultant with 35 years of hands-on experience with the best casinos both within the United States and internationally. He is also an authority on all aspects of casino marketing. Steve has lived in numerous countries and has conducted casino marketing activities in well over 100 countries around the world.   He is an author, a lecturer and an educator who often injects his own hands on experiences and openly shares his ideas and thoughts with fellow industry executives. Telephone +(1-860) 536-1828 or [email protected] or see www.euroasiacasino.com

Managing a casino resort today is much more complicated than in the past.  Before, the primary emphasis was always on game security and preventing internal theft. Today, the emphasis is more on maximizing bottom line profitability.  Many casino operators have had to review their operating philosophies in many different areas in order to achieve this new objective.  With the help of various technological improvements in surveillance equipment, casinos have been able to reduce man power and payroll for the area of game security.  This reduction in payroll has obviously helped improve bottom line profits.

Along these same lines, an often overlooked area for helping to tweak bottom line profitability is an area that I refer to as optimization of room occupancy levels as well as the occupants themselves.  Here at xxxxxx Casino we find that it is important for us to balance the ratio of comp to cash room revenue.  Many people will argue that is better to fill the hotel with all casino customers and comp all of their room nights.  However, the problem is that many of these customers play in the casino using casino credit.  That means that their markers may not come due for 45 to 90 days or longer depending upon the gaming jurisdiction and regulations.  In the meantime, the casino still has to pay out huge cash disbursements each week to cover payroll, taxes, utilities, vendors, etc.  I don’t think your employees or your vendors would want to accept a partial cash payment and a partial comp dollar certificate or I.O.U. note if the casino did not have sufficient cash flow that week to cover all obligations.  Therefore, managing cash to comp ratios is an important function today in any large casino hotel operation. Read More…

Understanding Asian Casino Marketing

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Steve Karoul is a recognized casino consultant with 35 years of hands-on experience with the best casinos both within the United States and internationally. He is also an authority on all aspects of casino marketing. Steve has lived in numerous countries and has conducted casino marketing activities in well over 100 countries around the world.   He is an author, a lecturer and an educator who often injects his own hands on experiences and openly shares his ideas and thoughts with fellow industry executives. Telephone +(1-860) 536-1828 or [email protected] or see www.euroasiacasino.com

Asian Casino Marketing is not as easy as it sounds.  In fact, it is a fairly complicated process and if not performed properly it can actually be perceived as offensive to the intended recipients. Steve Karoul explains some of the basic principles of Asian casino marketing. One form of casino marketing in Asia consists of Junkets and VIP Room operations while another form of Asian casino marketing is much more generic and more appropriate for casinos located around the world.

There is an old expression in Asia that when translated goes something like this, “Asia is not Asia”.  When you think about it you begin to better understand its subtle message; one size does not fit all and Asia is neither one country nor one culture.  Asia is a vast melting pot of numerous different countries, languages and cultures.  Some of them have marked differences based upon thousands of years of history and cultural evolution.  Asians are extremely nationalistic and proud of their own cultures and customs.  Therefore, it is extremely offensive to generalize all Asians as one in the same.  They are not.  Successful casino marketers around the world will need to understand this up front and then make every effort to research their target market segments before jumping into any new Asian marketing campaign.

Chinese is normally the largest Asian culture in the United States, Europe and elsewhere but this may vary when segmented by geographic locations as well as from city to city even with the same country.  In some instances, Vietnamese or another Asian culture may dominate on a local basis close to a particular casino.  Never-the-less, many uninformed casino marketing managers still insist upon copying and implementing marketing strategies specifically developed to target and to satisfy Chinese gamblers.  However, this approach may backfire on you and actually be offensive if your Asian players are not Chinese.  The cultural mix of Asian players residing near your casino may vary dramatically. Do your homework first to determine if you want to attract Chinese, Vietnamese, Korean, Japanese, Filipino, Thai, Cambodian, Laotian, Malaysian, Indonesian or other Asian players. Read More…

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