Galaxy Entertainment Group is doubling down on entertainment and ultra-luxury is its cornerstone going forward, with recent openings of premium-focused hotels and offerings catering to more demanding customers.
“Going forward […] the super premium mass market is the focus of our competition […] because people coming to Macau do not just want to gamble. We need to provide good F&B, good concerts to attend, retail, etc,” noted GEG Chairman Francis Lui at a media briefing for its annual results on Thursday.
“Entertainment attracts high-end customers […] and we have everything to satisfy them,” noted the Chairman, furthering that “I think we’ve been able to outperform our competitors”.
Chief Operating Officer Kevin Kelley noted that for the premium mass business “most of it is all relationship-driven through our own sales team”, without premium direct or VIP referral business. And premium mass is taking up between “35 and 50 percent of the overall revenue” in the “total mass pie”.
Chief Financial Officer Tom Arasi noted that “all of the feedback leads us to conclude that customers want premium products; larger, more spacious and luxurious rooms, including premium amenities and services”. This has led to an increase in the size of hotel rooms in Phase 4 (which will total 1,350)– set to open in 2027, as well as an increase in non-gaming amenities.
“When you look at the customers,” furthered Kevin Kelley, “they’re becoming more and more demanding, evolved, and discriminating in terms of the types of products and services that they need and want to fulfill their overall gaming entertainment experience. We’ve been working very hard to complete the full scope of all of these – when you look at Raffles, at Capella and Horizon Plus”.
Horizon Plus is the premium gaming area located within Capella which features an open gaming area with 16 baccarat tables, dining and six private salons with multiple baccarat tables in each room.
“I think that when you look at the success of those two offerings that we put in our Phase 3, and how that informs us for Phase 4, naturally we think that as long as you build it, and you service it, and you execute it well, then the market is going to continue to grow in this segment,” highlighted Kelley.
