Caesars Entertainment plans to expand the reach of four of
its Las Vegas hotel brands -- Caesars Palace, Flamingo, the Cromwell and the
Linq – with licensing opportunities for potential partners.
Caesars Entertainment CEO Mark Frissora said the four brands
can "deliver distinct lodging and resort experiences to a wide range of
consumers."
Caesars Palace is a luxury brand, while the Cromwell and the
Linq are lifestyle/boutique hotels designed to appeal to young travelers, with
the Cromwell being at a higher price point. The Flamingo is the oldest
operating hotel-casino on the Las Vegas Strip, and its history is
embraced with a retro vibe.
Before the licensing announcement, the company had previously
agreed to brand and operate Caesars and Caesars Palace hotels on Bluewaters
Island off the coast of Dubai. The properties, Caesars' first nongaming hotels,
are scheduled to open in late 2018. It will also operate a Caesars nongaming resort
in Los Cabos.
"This is only the beginning of what we believe will be
continued progress against our strategy to expand the company's nongaming and
gaming presence in a capital-efficient manner," Frissora said.