Altira Macau shifts focus from VIP players to the general public

Altira Macau shifts focus from VIP players to the general public

Like everywhere else on the planet, Macau's land-based casino industry has been particularly hard hit by the international Covid-19. The VIP sector has seen the biggest drop in revenue. To adapt to this state of affairs, Melco Resorts & Entertainment Group has just unveiled plans to transform its Altira Macau hotel-casino.

Altira Macau hotel-casino

After another quarter of poor results, the hotel will soon close its areas dedicated to VIP high rollers and focus exclusively on the general public, while still maintaining a high-end positioning, reported

A very small increase in results between the second quarters of 2020 and 2021

It was during the Q2 2021 earnings conference call with analysts that the Altira Macau's evolution was discussed. Melco Resorts & Entertainment Group then announced that the VIP operations of this hotel-casino will soon be discontinued and transferred to the City of Dreams on the one hand and the Studio City on the other.

This change in positioning was decided in light of the results of the complex, during the period from April to June 2021, which did not improve much. Indeed, the turnover reached $18.3 million, which is only a very small increase compared to the $17 million generated in the same quarter last year.

Since the VIP sector is the one that is struggling the most due to the international health crisis, believes that it is not a good idea for Altira Macau to continue to specifically target the high rollers. So the idea now is to transform this hotel-casino to appeal primarily to the general public while still maintaining its upscale positioning.

The tallest building in the entire Taipa district

The Altira Macau Hotel and Casino originally opened in May 2007 under the name Crown Macau. It acquired its current name only 2 years later, when the Crown Towers Macau was inaugurated within the City of Dreams.

Melco Resorts & Entertainment had originally partnered with Australian operator Crown Resorts to obtain a license in Macau. Nevertheless, this partnership ended, during 2017.

Altira Macau hotel-casino

Within the resort, there is a spa, a fitness center, an indoor pool, as well as a meeting and convention hall, among other things. In addition to numerous bars and restaurants, it has 216 rooms or suites in its building, which with 38 floors and a total height of 160 meters is the highest in the entire Taipa district.

The gaming room itself of the Altira Macau offers its customers no less than 500 slot machines and 220 tables dedicated to traditional games. Of course, baccarat is particularly well represented, as always in the former Portuguese colony.

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