Genting Berhad Bundle
Who are Genting Berhad's customers?
Understanding customer demographics and target markets is vital for a global conglomerate like Genting Berhad, especially in its leisure and hospitality sector. Shifts like the post-pandemic travel resurgence and visa-free policies for key markets have significantly impacted its customer base.
Genting Berhad's evolution from a single mountaintop resort to a diversified global enterprise means its customer base is broad and increasingly segmented. This necessitates a deep dive into who these customers are and how the company adapts to their needs.
What is Customer Demographics and Target Market of Genting Berhad Company?
Genting Berhad's customer base is diverse, reflecting its global operations in integrated resorts, casinos, hotels, and theme parks. Historically, its core market was regional tourists seeking leisure and entertainment. However, with expansion into the United States and the United Kingdom, the company now also caters to international travelers, including those from North America and Europe, attracted by its premium offerings and integrated resort experiences. The company's Genting Berhad PESTEL Analysis highlights how external factors influence these demographics.
Who Are Genting Berhad’s Main Customers?
Genting Berhad primarily serves a Business-to-Consumer (B2C) market, focusing on individuals seeking entertainment, gaming, and integrated resort experiences. Its customer base is geographically diverse, with a strong presence in its operational regions and key international source markets.
Domestic Appeal in Malaysia
In Malaysia, Resorts World Genting (RWG) attracted 24.9 million visitors in 2023, a rise from 22.2 million in 2022. A significant portion, 72% of these visitors in 2023, were day-trippers, indicating a strong local draw for short visits.
Growing International Influx
The company is experiencing a notable increase in foreign tourists, particularly from Singapore, Indonesia, China, and India. This growth is partly attributed to recent visa-free policies implemented for Chinese and Indian citizens.
Key International Markets
Chinese visitors to RWG are nearing pre-COVID-19 levels, with a trend towards higher-spending tourists. Singaporean visitors also returned to pre-COVID-19 levels, showing a 15% year-on-year increase to 910,000 guests in the first nine months of 2024.
US Market Performance
In the United States, Resorts World New York City holds a dominant 40% market share in video gaming machines. Resorts World Las Vegas saw its visitor volume increase by 2.1% from 40.8 million in 2023 to 41.7 million in 2024.
Genting Berhad has been actively adapting its target segments to align with evolving market dynamics and consumer behavior. This includes integrating more digitalization and electronic table games with smaller bet sizes in mass-market areas to attract younger demographics and manage operational costs, a strategy observed to be positively impacting the business in early 2025. The company's focus is on capitalizing on regional travel recovery and catering to the varied preferences of both domestic and international visitors, informed by market research and global travel trends.
Target Market Evolution
The company's approach to its target market has evolved to include younger demographics and a greater emphasis on digital offerings. This strategic shift aims to broaden appeal and enhance the overall guest experience across its integrated resorts.
- Attracting younger visitors through digital integration.
- Catering to both mass-market and high-value individuals.
- Leveraging regional travel recovery for growth.
- Adapting to diverse domestic and international visitor needs.
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What Do Genting Berhad’s Customers Want?
Genting Berhad's customer base is primarily driven by a desire for exceptional leisure and entertainment experiences, seeking gaming, world-class hospitality, and diverse attractions. Their purchasing decisions are influenced by travel convenience, the breadth of resort offerings, and perceived value for money, with regional travel recovery and enhanced flight connectivity playing a significant role in driving visitation.
Experiential Seekers
Customers are drawn to unique and memorable experiences, valuing the comprehensive nature of integrated resorts. This includes a mix of gaming, theme parks, and diverse dining and retail options.
Convenience and Choice
Practical drivers for customer choice include convenient access to destinations and a wide array of choices available within a single resort. This holistic approach simplifies planning and enhances the overall visit.
Value and Quality
Customer loyalty is cultivated through the consistent delivery of high-quality services and continuous improvements. Customers expect a strong return on their investment, both in terms of enjoyment and overall experience.
Demand for Novelty
There is a consistent demand for new and refreshed offerings. Investments in new attractions and experiences, such as the planned ecotourism ventures in Genting Highlands for 2025, directly address this need.
Digital Engagement
Enhancing digital platforms and expanding strategic partnerships are key to meeting evolving customer preferences. This includes leveraging technology for better customer reach and tailored offerings.
Targeted Enhancements
Specific market segments are targeted through strategic transformations and new developments. For example, the Resorts World Sentosa 2.0 transformation includes new attractions like the Singapore Oceanarium, opening July 2025.
Customer feedback and market trends are integral to product development and service enhancements, shaping the company's strategic direction. This is evident in the ongoing Resorts World Sentosa 2.0 transformation, which includes the opening of The Laurus luxury hotel in October 2025, demonstrating a commitment to tailoring offerings to specific customer segments and maintaining a competitive edge. Understanding the Brief History of Genting Berhad provides context for its evolution in meeting these diverse customer needs.
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Where does Genting Berhad operate?
Genting Berhad operates with a significant global footprint, strategically positioned within key leisure and hospitality markets across Asia, the United States, the United Kingdom, and Egypt. The company’s primary focus remains on its robust presence in Malaysia, where it holds a unique position as the sole holder of a casino license.
Malaysian Market Dominance
In Malaysia, Resorts World Genting (RWG) is the flagship property, attracting a substantial domestic visitor base. This market alone generated RM6,950.1 million in revenue in 2024, underscoring its importance to the company’s overall performance.
Singaporean Success Story
Genting Singapore Limited’s Resorts World Sentosa (RWS) benefits from a duopoly market structure and strong brand recognition. RWS achieved RM4,759.7 million in revenue in the first half of 2024, marking a significant 32% year-on-year increase.
North American and European Reach
The United States and the Bahamas operations collectively contributed RM2,066.1 million in revenue for 2024. In the US, Resorts World New York City (RWNYC) is a leader in video gaming machines, holding a 40% market share as of 2023.
UK and Egyptian Contributions
The leisure and hospitality businesses in the United Kingdom and Egypt together generated RM1,895.6 million in revenue during 2024, further diversifying the company's geographical revenue streams.
Customer demographics and preferences vary significantly across these regions, influencing the company’s strategic approach. For instance, the Malaysian market at RWG sees a high concentration of day-trippers, with 72% of visitors in 2023 being day visitors. In contrast, RWS in Singapore attracts a substantial number of international visitors, particularly from Greater China, facilitated by visa-free travel arrangements. The company actively tailors its offerings and marketing efforts, such as enhancing marketing initiatives in the US to boost visitations and expand its customer database. Furthermore, collaborations with international cruise operators are being deepened to increase port calls at Resorts World Bimini in the Bahamas. Genting Berhad is also proactively exploring new opportunities, including pursuing up to three new commercial casino licenses in New York, with a decision anticipated by December 1, 2025. If successful, RWNYC has plans for a US$5.5 billion capital expenditure to evolve into a world-class integrated resort by 2030. The company also continues to monitor potential casino legalization developments in Thailand, indicating an ongoing assessment of geographical diversification prospects for 2025. This adaptive strategy reflects the Marketing Strategy of Genting Berhad, which emphasizes understanding and catering to diverse consumer behaviors across its global markets.
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How Does Genting Berhad Win & Keep Customers?
Genting Berhad employs a comprehensive strategy to attract and retain its diverse customer base, focusing on enhancing integrated resort experiences and digital engagement. The company aims to boost visitation through refined marketing and strategic partnerships, with visa-free policies for Chinese and Indian tourists in December 2023 significantly aiding customer acquisition in Malaysia.
Customer Acquisition Initiatives
Genting Berhad is actively working to increase visitor numbers across its properties. This includes targeted marketing efforts in the US for Resorts World New York City and its Empire assets, alongside casino and resort marketing at Resorts World Las Vegas to attract high-value guests and bolster convention business in 2025.
Customer Retention Strategies
Retention is driven by delivering exceptional experiences and fostering loyalty through continuous product and service improvements. Investments in new attractions and lifestyle offerings, such as ecotourism at Genting Highlands, are key to this approach.
Product and Service Enhancements
The company is committed to refreshing its offerings to enhance customer lifetime value. The ongoing Resorts World Sentosa 2.0 transformation in Singapore, featuring new attractions like the Singapore Oceanarium and The Laurus hotel, is set to accelerate revenue growth and strengthen market position.
Digital Engagement and Responsible Gaming
Genting Malaysia is adopting a mobile-first, user-centric strategy for its front-end channels to improve accessibility and engagement. Furthermore, the company is reinforcing its responsible gaming framework through comprehensive customer education initiatives.
The company's disciplined approach to cost management and operational efficiencies indirectly supports customer retention by enabling sustained investment in customer-facing initiatives. Understanding the Target Market of Genting Berhad is crucial for tailoring these strategies effectively across its diverse global portfolio.
Geographic Focus for Acquisition
Malaysia benefits from visa-free policies for Chinese and Indian tourists, boosting inbound travel. In the US, marketing efforts are concentrated on driving visitation and expanding customer databases for key properties.
High-Value Guest Attraction
Resorts World Las Vegas is specifically targeting high-value guests through dedicated casino and resort marketing initiatives, aiming to strengthen its convention business in 2025.
Enhancing Customer Lifetime Value
The RWS 2.0 transformation in Singapore, with new attractions slated for the latter half of 2025, is designed to boost revenue, improve margins, and solidify market position, thereby increasing customer lifetime value.
Digital Transformation in Malaysia
Genting Malaysia is revamping its customer-facing channels with a mobile-first, user-centric approach to enhance engagement and accessibility for its audience.
Operational Efficiency and Investment
Disciplined cost management and operational efficiencies allow for continued investment in customer-centric initiatives, indirectly supporting retention efforts and overall business performance.
Responsible Gaming Focus
The company is strengthening its commitment to responsible gaming through comprehensive customer education programs, ensuring a safe and enjoyable environment for all patrons.
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