Customer Award

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Sitecore drives 443% rise in hotel booking initiations

Sitecore helped MLCV’s Grand Casinos transform their customer experience, resulting in a 115%+ increase in bookings.

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Category Winner

Best Experience Transformation

443%

More hotel booking initiations

115%+

Increase in bookings across all services

83%

More time spent on site

22%

Rise in return site visits

53%

Fall in abandoned bookings

Project brief

Mille Lacs Corporate Ventures (MLCV), owned by the Mille Lacs Band of Ojibwe, operates several successful endeavors in the entertainment, hospitality, technology, and government contracting industries, among others. Embracing an innovative business approach, the tribe’s flagship enterprises, Grand Casino Mille Lacs and Grand Casino Hinckley, integrated Sitecore into their digital strategy to increase revenue generation and customer growth. In recent years, MLCV’s sustained achievements have enabled the tribe to contribute significantly to the regional economy by investing in education, healthcare, and community resources.

Mille Lacs website screenshot

About

Grand Casino Mille Lacs and Hinckley

Media and Entertainment

North America

Products

Search

XM Cloud

Challenge

Digitizing the casino

Grand Casinos boasts a diverse array of gaming, entertainment, and hospitality services. To attract new visitors, engage existing customers, and expand its audience, MLCV’s Digital Innovation Group focused on refreshing the casinos’ digital communications. The strategic update aimed to connect the casinos more effectively with their audiences while enhancing internal omnichannel processes and improving efficiency. Key requirements included boosting website speed, elevating content quality, optimizing customer data control, and offering attractive customer incentives.

Solution

Fast, flexible design

To reach Grand Casino's ambitious digital goals, MLCV’s digital innovation group road-mapped a cutting-edge DXP that integrated Sitecore XM Cloud and Sitecore Search to create an agile, effective solution and increase customer engagement and satisfaction. Working with an external implementation resource, MLCV built a new Grand Casino website that streamlined the hotel booking process, provided seamless access to the casino’s loyalty program, and created an elevated user experience and significantly improved visual appeal and brand expression.

Outcome

Customer experience transformed

Grand Casino immediately saw positive results and business impact from implementing Sitecore and improving the customer experience. Hotel booking initiations increased by 443%, overall bookings rose by 115%, return visits grew by 22%, and abandoned bookings dropped by 53%. Visitors also spent 83% more time on the site thanks to features like an interactive player dashboard. Additionally, MLCV’s Digital Innovation Group found Sitecore’s technology to be more intuitive, faster, and more responsive than their previous platform.

WHAT THEY SAID

Working with Sitecore has been pivotal to achieving our DXP goals. Sitecore’s technology has revolutionized our customer interactions and optimized our internal operations. We've seen a remarkable increase in bookings, customer engagement, and efficiency. Sitecore delivers exceptional experiences and empowers teams with creative and operational flexibility. For any company looking to embark on a digital transformation journey, Sitecore is a necessity.

Ryan McGrath

EVP, Digital and Marketing Innovation

Mille Lacs Corporate Ventures

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Icreon

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