Caesars Entertainment Corporation has rolled out a direct booking function via social communication app WeChat, targeting the app’s estimated 800 million users in China.
Caesars is the first US hospitality company to market resorts via the app and has integrated its nine Caesars affiliated resorts in Las Vegas to its official WeChat account.
Users can book hotel rooms direct through the app from this week.
Over the next two years Caesars Entertainment will then add all its portfolio of resorts across 13 states to the WeChat app.
"The first phase of WeChat Booking is expected to go live on September 15 and will be linked to nearly 24,000 hotel rooms across the company’s Las Vegas portfolio," according to an investors’ note by John DeCree, an analyst at Union Gaming Securities LLC.
"The feature will allow Chinese users to book a hotel room in Las Vegas at Caesars’ properties without having to use a travel agent or tour operator," DeCree added.
