Whether they offer glitz and glamour or just gambling, casinos have become an integral part of many travelers’ bucket lists. But, despite their fame and popularity, not all casinos are equal. Many struggle to stay relevant in an industry that is always evolving. Luckily, there are some tried-and-true casino marketing strategies that can help them stay competitive and continue to attract new guests.

In addition to gambling, casinos often offer luxury hotels, cutting-edge events, upscale spa and fitness facilities, and restaurants. These features are just as important to attracting group business as they are to individual visitors, so marketing strategies should be targeted to these groups as well.

While a casino’s purpose is to sell gambling products, it also needs to provide basic amenities, like restrooms and food services. Unfortunately, these services are usually located deep within the casino, meaning patrons must walk past many more opportunities to gamble to find them.

To make up for this, casinos try to convince visitors to keep gambling by providing free perks and comps. For example, players who spend a certain amount of time at the blackjack tables or slot machines can receive free meals and hotel rooms. For bigger spenders, limo service and airline tickets are sometimes even offered.

To maximize their profits, casinos must understand what their audiences are thinking and feeling. They must know why they are coming to the casino, what their pain points are, and what types of promotions and offers will appeal to them. They must also be aware of the latest trends in gaming and entertainment, because what is popular today may not be the same five or ten years from now.