Carnival Casino Rewards
Carnival Cruise Line operates casinos in all 26 of their ships and did not have a loyalty rewards program beyond some surprise and delight offerings to certain players. Carnival was interested in understanding the main drivers of behavior among casino passengers. Integrated Insight developed a discrete choice research study to understand passenger trade-offs to identify the optimal mix of benefits for a rewards program.
With a broad range of casino players, benefits were customized by four different levels of play. This created a unique program for each niche segment. Integrated Insight developed a model to account for costs and dilution associated with each potential benefit to derive the net profit for each program alternative. In addition to specific program recommendations, our team created an interactive simulator that allowed Carnival to run an almost limitless number of operation scenarios.