CMO series: Adapting marketing to evolving customer trends

Golden Nugget Las Vegas’ vice president of marketing and advertising Holly O’Brien discusses how consumer behaviour has evolved after a year of unprecedented disruption.

Following a year that saw the property shuttered for a number of months, O’Brien and her team had to find new ways to engage and interact with its players. This prompted the operator to build out its social capabilities and adopt a strategy of “welcoming reassurance”, looking to ramp up communication and information sharing with its guests. 

But at a time when players’ readiness to travel differed from person to person, this required a more flexible approach to how it offered its products and services to customers.