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If the customer likes the casino, he might also like the wellness or the entertainment and we try to make a personalized offer by marketing, e-mail and so on. Our innovation is mainly focused on changing the image, as I said previously. Thanks to the loyalty program, we try to cross information between different activities. The third casino, The Sun Casino, is much more American style. I also want to push our managers in order to have more fun for players than only gaming in certain rooms of the casino. We also have a fifth one that is not a tier you can reach by points or by your expenses. We launched it on the eighth of January. We have to think out of the box all the time and find solutions in order to increase revenue or at least make the revenue stable. Do you see the Monte-Carlo market changing — especially with the rise of Millennials — and how? What are your roots and how did you get involved with the Gaming industry? If you see the two movies we have shared on the Surreal Dinner, we have reached out to millions of people across the world, which is quite impressive. Our business model is different from Las Vegas, where the non-gaming represents 70 percent of the total revenue. By , Monaco had become a tourist magnet. Monaco, in summertime, is already a Middle East destination. First, the Brand. It was a popular wintering spot for European royalty, as well as for composer Jacques Offenbach and writer Alexandre Dumas. We have four tiers. Which ones do you aim at the mass market, as opposed to VIP play? So our strategy is to change the nature of gaming in Monaco and to make more efforts to give our clients more unique opportunities to come to see us. So we decided to relaunch all the social accounts on Facebook and Instagram. There are two things that we will improve.{/INSERTKEYS}{/PARAGRAPH} We have four key assets. In the casino we are working on that. So having only 0. For that, we organise events like the two Surreal Dinners, something very special that you can only find in Monaco. If I want to sum up all I said, we need our top managers and manager-supervisors to be very marketing-oriented and customer-oriented. It was one of the initiatives that Mr. But they were not considering globalization, marketing, online gaming, virtual games and also communication with the clients, which is very important. So we have three casinos with three atmospheres, three ways of gaming. For instance, on the swimming pool of the Fairmont Hotel, where the Sun Casino is based, we had in summertime the famous Nikki Beach with a lot of young people and music. We are also using social media to share what we are delivering. That means if you are not a gambler you still will be registered in this program. Then I went to Rome, London and Paris, and worked in several luxury hotels. Its holdings include popular online sports-betting service Betclic. What is your global strategy, particularly in the Persian Gulf? All the guest-relations services are involved in these VIP customer journeys. Since we are using social media for what they are, we are not following all the trends. We have two people living over there, in our marketing team, to welcome these customers and make them come to Monaco. For instance, during the Monte-Carlo Rally, the world rally championship which happens in January, we had the opportunity with the Automobile Club de Monaco to propose to some of our clients a private test drive in the mountains. They were seated next to the driver and lived the experience as if at a real championship. So we had specialized teams who worked daily with each tier of customers. To follow us:. The idea is not to be invasive or too pushy but to send to the customer a very personalized offer at the right moment in his or her journey. We curate the other tiers very carefully. And the fourth asset is our resort. We are facing some difficulty in recruiting Millennials because Millennials are much more attracted by virtual games or community games on the Web than by entering the land-based casinos. Eighty-five percent is coming from the gaming tables and 15 from the slot machines. The VIPs are offered a customer journey from their home if they want, because we have a door-to-door service. From their home we convey them via a limousine to the airport. I got a Master of Economics in Nice and went to Switzerland at Glion Institute to improve my knowledge and skills in the industry. I am a Monaco native. The Middle Eastern clientele is perhaps the most important to us. The second axis of my strategy is excellence in welcoming and service. So they can have a very special experience. The new loyalty program only concerns the casino side this year but in we will extend it to the entire resort and all activities. We decided to divide the management of the three casinos between three GMs. We want to change the nature of gaming in Monaco. Sarah Bernhardt inaugurated the Opera House. We are going to position three tables close to the swimming pool, in order to attract the younger generation towards the table games during summertime. Then the customer journey starts, from the hotel to the casino, back to the hotel. Monaco is becoming, little by little, a more interesting destination for those specific markets, mainly due to the personalized welcoming and service we are delivering. Glion is in the top five worldwide institutions for hospitality management where you learn the art of hospitality. Because we had a strong knowledge in gaming we were very good, and we are still very good, organizing the tables and dealing with the clients at the table. Previously we had a guest-relations manager in each casino and in each hotel, and the goal was to make all the communications between all these guest-relations staff smoother. We just have a new program. To be honest, social media were not really used before I was nominated. Of course, we have to follow all the European regulations regarding data and privacy. Obviously, this data is confidential. Management has to change the way we see our clients in particular because we have just launched a new loyalty program which delivers new services. Innovation obviously is also based on new technologies but not only that. We want to keep the brand upscale, so we need to be careful and to focus on creating inspirational contents. We organize boxing fights, big-time poker or roulette tournaments, and we always give gamblers new opportunities to come to see us. We track the gaming of the clients, also their expenses in the resort. But now we need to be very keen in communicating with the clients, offering them a wide new range of products, mainly our new loyalty program, in order to increase retention. The product: We have a land-based casino built in and two other casinos, more contemporary, near the casino square. Where other men would have seen bare land filled with olive, citrus and orange trees, the prince saw gaming-based prosperity. How much revenue is derived from, respectively, gaming, dining, nightclubs and spas? They fly to Nice Airport and in Nice they are greeted by marketing associates and are driven or flown by helicopter to Monaco. {PARAGRAPH}{INSERTKEYS}Having created the legend of Monte-Carlo, synonymous with glamour, sophisticated chic and creation, the Group has also become a reference for luxury and for its knowhow in hosting and delighting. Over the past decade it has diversified into real estate, specializing in residential properties with high-end hotel services. Where do you see the Monaco casinos being in ? The plan we have, from a branded-marketing standpoint, represents a significant change in how operations have been promoted in the past. What follows is some of that conversation. The management also has to change the relationship with the clients. In our hotels we have a lot of services for Russian, Middle Eastern and Asian customers, from the breakfast to the amenities they can find in the room. The Group is also taking the lead on creating a new One Monte-Carlo district, which will be completed in with 7 new buildings for residences, offices, conference rooms, restaurants and shops. How do you position your casinos in the market? Obviously, we are following the trends. It was a great event for them. The Group is traditionally associated with all prestigious events in the Principality of Monaco, notably through its partnership with AS Monaco Football Club, contribution to the Automobile Club de Monaco or its involvement in the Monte- Carlo Rolex Masters tennis competition. We try, with this data, to personalize what our customers like to do, what they would like to eat and what they would like to find in their rooms. We have to adapt our management to the new customers, the new strategy of motivating our associates and also innovation. By the turn of the century the city also became synonymous with automotive and nautical races. The architecture of the main casino is phenomenal and gambling in this kind of product is great. Ever evolving, the casinos added slot machines in The principality continues to add hotels and luxury retail, ensuring that its glamour will never fade. We have a lot of experiences to give our clients through the resort. Mainly the Casino de Monte-Carlo is the one for the high rollers and also, as I said previously, certain rooms dedicated for the fun players. We have been operating gaming since — years now — so our dealers and maintenance men because we are building our own roulette tables and they have this knowhow have to share this knowhow during the gaming experience.