Thursday 15. September, 2016

The Star Pushing to Increase Revenue from Chinese Tourists

Chief executive of The Star in Sydney, Matt Bekier, has said that it is time to implement phase three of their long-term strategy and to change the casino’s game by attracting more Asian tourists.

Mr Bekier explained to The Australian that the casino had set out three key strategies – “clean house”, “build muscle” and “change the game” and that the casino is already well on its way to implementing these strategies.

“In previous years we had grown the size of the business, but we had not grown earnings,” explained Bekier to The Australian after a Sydney conference on Thursday.

“Clean house” is the strategy that ensures that the company is growing in profitability. Once this strategy was underway, the company could work towards the “build muscle” phase. This second phase includes marketing and promoting growth.

“We are probably 50 percent through the potential of cleaning house and 25 percent through our building muscle potential, but we are now at the point of thinking about innovation and changing the game,” explained Bekier.

“There are different avenues [for changing the game] and for some it’s about acquisitions and online. For us, it is all about the tourism story and re-positioning our properties as vessels to receive that tourism flow.”

Mr Bekier pointed out that Asian tourists spent $8.9 billion in Australia in the year ending June 2016. This worked out to an average of $8,100 spent per visitor in the period; however, The Star only saw $150 of that per person spending. The aim of The Star is to transform that $150 into a larger amount.

Mr Bekier said he wants to see The Star becoming the leading integrated resort in Australia and these three strategies are the key to achieving that result.


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