The Cosmopolitan of Las Vegas is a luxury casino and resort offering a decidedly different perspective from other hotels on the strip: from its commitment to integrating art into every experience, to the world-renowned Restaurant Collection and distinct entertainment venues. With over 3,000 rooms, the resort not only competes with other hotel properties on the Vegas strip, but also with Online Travel Agents (OTA) like Travelocity and Expedia to book rooms. Those who book their hotel through an OTA get a room, but those who book directly with The Cosmopolitan get an experience like no other. Our challenge was to get those who have stayed at The Cosmopolitan to re-book their next visit directly with the hotel rather than an OTA, while also finding ways to increase revenue on premise by giving them VIP-like access around the resort that helps them navigate the property and book experiences.

Over the course of 12 weeks, the R/GA team met with every department within The Cosmopolitan to learn the secrets and surprises the typical guest wouldn’t find on their own. With a ton of information, the team leveraged the user experience team to identify key conversation categories that would help guests experience the property through their interests. Once we designed the unique voice of Rose, over 1,000 conversation threads were created to offer guests ways to book experiences such as restaurant reservations, spa treatments, event tickets, and spontaneous adventures like self-guided art tours. To help drive guests to bars and clubs, Rose gives them insider information, like secret menu items, and offers to help increase spend on the property. Hotel guests are introduced to Rose by receiving her card with their key at the registration desk, and are encouraged to ask Rose for anything during their stay.