Las Vegas Sands

Brand assessment / customer journey

The Venetian, an iconic brand

The Venetian in Las Vegas is the most well-known US brand owned by Las Vegas Sands Corporation. Directly adjacent to The Venetian is The Palazzo, another Las Vegas Sands property. The client was seeking ways to enhance and more clearly differentiate brand experiences between the two properties and against competitors.


A 360-degree approach

Because there are so many facets to a resort stay in Las Vegas, Six Degrees recommended an approach that considered the entire guest journey to assess brand experiences and opportunities for meaningful differentiation.

  • Marketing communications audit
  • Operations audit (property stays)
  • In-person guest research
  • Brand experience / Property alignment assessment

What they’re saying

Marcom audit

6 brands evaluated

5 bases of evaluation

What we experienced

Operations audit


experienced auditors


nights spent in resort rooms


month timeframe


of photos/videos taken


hotel journey phases evaluated


distinct touch points evaluated

What guests told us

Guest research

hours of guest interviews
“moment of truth” images


Six Degrees uncovered opportunities to differentiate the properties from one another and recommended ways to effectively communicate and consistently deliver on-brand experiences for the two properties.

The client retained Six Degrees for a follow-on project to present our findings to the Development group for consideration as they design and remodel properties, with the goal of supporting a defined and consistent brand experience throughout the property stay.

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