The Challenge

Caesars, Harrah's Entertainment Inc. (HET) flagship casino brand, faced declining sales and an eroding image in the premium luxury segment due to increased competition. Harrah’s faced a key question: “What innovative, category defining offers and operational improvements can be made to maintain premium brand position?”

Our Solution

Prophet conducted in-depth ethnographic research with customers to understand the most important experience elements and aspects that were underperforming versus the competition. Using ethnographic and segmentation data, we then prioritized the most critical experience areas, which included the casino floor, spa, and pool, to develop a range of innovative, category-leading new offers. These ranged from radically new gaming concepts to detailed service improvements of the existing offering.

Results

The ideas shown to have the biggest potential financial impact were launched first including a new state-of-the-art spa, Qua. Qua Baths & Spa was recognized in the Robb Report and made Spa Magazine’s Top 10 list during its first year in operation; it was also named as one of the top 250 spas in America by Conde Nast Traveler in 2010. Guest satisfaction scores have gone up and incremental new traffic has been generated, resulting in increased sales.


L.A. Times Article Read

Read an article in the Los Angeles Times about the Qua Spa.

ANA 2007 Conference Presentation Watch

Watch the “Masters of Marketing” presentation presented by Harrah’s and Prophet at the ANA 2007 Conference.