News Summary
Accor has announced its franchise agreement to operate the Treasure Island hotel-casino in Las Vegas, marking a significant expansion into the market. The property will be rebranded as Treasure Island — TI Las Vegas Hotel & Casino, Handwritten Collection, enhancing its visibility and utilizing Accor’s global resources. The hotel, featuring 2,884 rooms, will offer unique dining options and maintain its longstanding attractions, aiming to reinvigorate local tourism amidst economic challenges.
Las Vegas, Nevada – Accor, a France-based hospitality leader with over 5,600 hotels globally, has announced its entry into the Las Vegas market through a franchise agreement to operate the Treasure Island hotel-casino. This acquisition marks a significant expansion for Accor, which aims to enhance the guest experience while preserving the unique identity of the Treasure Island property, an iconic destination on the Las Vegas Strip.
The Treasure Island hotel-casino, boasting 2,884 rooms, will soon be rebranded as Treasure Island — TI Las Vegas Hotel & Casino, Handwritten Collection. This partnership allows the property to tap into Accor’s global sales, marketing, and loyalty platforms, with the new brand set to debut later this year. With this addition, Accor’s portfolio in the Americas will grow by 4%, significantly increasing the company’s room count in the region.
Positioning Treasure Island within Accor’s Handwritten Collection signifies a shift towards a soft branding approach meant for independent hotels characterized by unique attributes. Treasure Island will be the second property in this collection, following the Hotel Stratford in San Francisco.
Phil Ruffin, the owner of Treasure Island, has highlighted the importance of maintaining the hotel’s distinct character while aligning with Accor’s brand strategies to enrich the overall guest experience at the venue. The collaboration is expected to extend the reach of Treasure Island to international markets, utilizing Accor’s extensive global distribution networks and its 100-million-member loyalty program, ALL – Accor Live Limitless.
The Treasure Island venue has recently undergone a multimillion-dollar revitalization, which included upgrades to guest rooms and public spaces. The property features nearly 3,000 guest rooms and suites, accompanied by 10 dining venues and eight bars and lounges. Exciting new dining options are on the horizon, such as Ace Dragon Wok, a pan-Asian restaurant helmed by renowned chef Wayne Wang, scheduled to open this fall.
As part of the rebranding initiative, Treasure Island will continue to offer complimentary parking and maintain longstanding tourist attractions like Gilley’s Saloon and Cirque du Soleil’s “Mystère.” Despite changes, the hotel will strive to uphold its legendary entertainment legacy, which included the popular “Battle of Buccaneer Bay” that was discontinued in 2003.
The agreement with Accor signifies the company’s first footprint on the iconic Las Vegas Strip, making Treasure Island the largest property in Accor’s global portfolio. This entry comes at a challenging time for the Las Vegas market, which has seen a decrease in international visitor numbers alongside economic uncertainties that have impacted local tourism. By launching its brand in this competitive setting, Accor is aiming to counteract these challenges and drive awareness and visitor numbers to Treasure Island.
Accor’s strategy will involve leveraging its established marketing infrastructure to promote the newly branded Treasure Island to a broader audience, enhancing its visibility in the crowded Las Vegas hospitality landscape. The company’s entry into the market not only expands its portfolio but also aims to reinvigorate local tourism, providing both opportunities for growth and a reinvigorated guest experience.
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