All across Asia, from Macau to Singapore, there is increasing pressure from governments for operators of casino resorts in regulated jurisdictions to step up non-gaming offerings. A question often emerges: how to meet such regulatory requirements without businesses risking subsidising non-gaming activities through their gaming operations?
“That’s the million-dollar question – and it all comes down to precision and profitability,” says hospitality and travel industry veteran Tony Marshall (pictured), vice president and managing director for Asia Pacific at Agilysys Inc, an international provider of hospitality software products and services.
“With modern hospitality platforms, non-gaming services don’t have to be cost centres. In fact, they can become some of the most profitable parts of a resort’s operation – if they’re optimised correctly,” he told GGRAsia in an interview.
Mr Marshall noted that predictive hospitality technology software can enable real-time demand forecasting and dynamic pricing for a range of non-gaming offerings. “By analysing live data – booking patterns, inventory levels, and guest profiles – properties can intelligently adjust availability and pricing to prioritise high-margin services at peak times,” he said.
“For example, low-margin spa services can be filtered out during high-demand hours, making space for treatments that drive more revenue. Similarly, golf tee times can be reserved for loyalty members first, enhancing perceived value while maintaining profitability.”
Th executive is based in Singapore, a city with a casino duopoly: Marina Bay Sands and Resorts World Sentosa, two complexes with extensive non-gaming offerings. Mr Marshall said that, “in essence, with the right data and tools, properties can price dynamically, bundle strategically, and allocate resources based on return on investment, ensuring non-gaming experiences boost revenue rather than drain it.”
He pointed out that “the most successful hotel and resort casinos today understand that gaming is just one part of a much larger experience”. Mr Marshall argued that “guest-centric technology” allows operators to reimagine their properties as “full-spectrum hospitality destinations”, offering a personalised approach that can be conducive to increased revenue per guest and repeat visits.
“Our 2024 APAC Hospitality Impact Study showed that 68 percent of travellers are willing to pay more for tailored stays – and properties that meet this demand are not only increasing loyalty but future-proofing their business,” the Agilysys executive said.
“When you integrate hospitality technology effectively, the guest journey doesn’t stop at the casino floor – it expands across the entire resort, allowing engagement at every touchpoint,” said Mr Marshall. “Through integrated property management systems and point-of-sale systems, casino resorts can create a holistic experience where gaming and non-gaming activities work in harmony.”
“Let’s say a guest logs into their resort app – they can check their loyalty status, book a dinner, claim spa credits, and receive time-sensitive offers for their favourite blackjack table or slot tournament. These offers aren’t generic; they’re timed and targeted based on real guest data – dining patterns, spend thresholds, even preferred playing hours. This turns casual visitors into loyal guests by making the entire experience feel frictionless and tailored.”
Seamless technology also enables properties to unify player points and resort credits, so guests can use their loyalty status across the non-gaming products – “further tying emotional value to the brand”, said Mr Marshall. “When gaming becomes part of a larger, lifestyle-driven ecosystem, the guest’s connection to the resort strengthens – and that’s where true loyalty lives.”
