Their grandparents stood up for buffets, and their parents came for Celine Dion. But Millennials and Gen-Z come to Las Vegas for something completely different.
Almost half of the city’s visitors last year were either Millennials or Gen-Z, according to the Las Vegas Convention and Visitors Authority 2024 Visitor Profile Report.
Despite the view that they are still “just children”, all but the youngest millennials are in the 30s and 40s, while most of Gen-Z is of legal voting age. And although their expenses and gaming habits differ from previous generations, Millennials and Gen-Z is a very valuable cohort for Las Vegas casinos.
“In an environment with increasing competition, it is important that (casino) operators focus on delivering quality, distinct experiences that not only meet but often violate protectors,” said Sarah Gradu, Deputy Head of Lloyd D. Levenson Institute of Gaming, Hospitality and Tourism at Stockton University.
This insight is to get casinos over Las Vegas to carefully consider how they attract and retain consumers who may be less interested in jackpots and more driven by experiences.
Proof of that change can be seen in almost all Las Vegas casino. Massive nightclubs, energetic pool parties with world -famous DJs, celebrity chef restaurants, bars and lounges with designed cocktails designed to be photographed, and slot machines that look more like video games than gaming units have become common.
“Well -rounded experiences” sought
Jonathan Jossel, CEO of Plaza Hotel casino in central Las Vegas, said that non-playing amenities are “really important” for operators in 2025.
“It is really events that separate us from other places,” said Jossel, listing some offers of non-games on the property, such as Pickleball, Rodeo and free fireworks. “These events make a big difference in making us more relevant online, and the (attention) is from the younger demographic.”
Cliff Atkinson, CEO of Virgin Hotels Las Vegas, said that Millennials and Gen-Z visitors are looking for “well-rounded experiences”, which includes a bit of everything the city has to offer.
“While games remain an important attraction, these generations are also drawn to the city’s various wellness and culinary offers,” he said. “For Millennials and Gen Z, we have seen that their perfect holidays mix the excitement in games with relaxing moments, first -class entertainment and delicious kitchen.”
Spend less on play
Although it may not sound so different from what previous generations searched in their Vegas holiday, the data suggests something else.
According to the LVCVA report, Millennials (born between 1981 and 1996) spent an average of $ 768, $ 637 on food and drink, $ 63 on exhibitions or entertainment and $ 47 sightseeing. Gen-Z (born between 1997 and 2012) spent an average $ 575 in the casino, $ 541 eating and drinking, $ 94 at concerts or show and $ 62 sightseeing.
Comparatively spent GEN-X (current ages between 45 and 60) on average more at gaming ($ 873) and less on show/entertainment ($ 56) and sightseeing ($ 35) than any of the other two generations. Gen-XS expenses for food and drink ($ 617) were less than millennials but more than Gen-Z, according to the LVCVA report for last year’s visitors.
Gen-X also spent less per night for hotel stays ($ 167) than either Millennials ($ 192) or Gen-Z ($ 171), probably due to getting more composed rooms tied to higher game expenses.
Changing consumer behaviors also plays a role in how Las Vegas casinos are trying to appeal to the two younger generations.
For starters, the overall attitudes to games as a socially acceptable activity continue to benefit casino operators.
According to recently conducted research from the American Gaming Association, about 9 out of 10 Americans believe that casino games are acceptable to themselves or others. Fifty-nine percent (the highest ever) thought games were personally acceptable. More than 55 percent of us adults participated in some form of game (including lottery) in 2023. From August 49 percent (122 million people) visited a casino for games or other entertainment purposes in the last 12 months, the highest level of casino visits on record.
“It has also increased the number of individuals who believe that the value of casino entertainment is” excellent/good compared to alternatives “and that casinos are innovative,” said Grady and quoted AGA’s research. “These findings, added to the average age of casino visitors has dropped from 47.5 2014 to 41.9 2024, may suggest that younger generations have a generally positive impression of games and an interest in participating.”
Reaches younger players
Millennial and Gen-Z players are also drawn to digital alternatives. Online casino games, or igaming, are available in six states and online poker is offered in Nevada. Online sports games, which are now legal in 34 states and District of Columbia, are the fastest growing segment of regulated games in the United States.
GRADY said that some casino operators parlays that interest for concrete returns.
“Although it may not be a great revenue access for the industry, sports games in the younger generations lose knowledge of sports competitions and engage them in a casino experience that does not rely on knowledge of more traditional casino products,” she said. “When they have had the chance to experience the casino environment through sports games or other gaming products, they have an opportunity to explore any other casinos have to offer.”
Not every casino chases Millennials and Gen-Z in the same way. Some, like Jossel, believe patience and wait for consumers to age in traditional habits can be as effective as constant reinvention.
“Everyone gets older, and their taste develops. Just because you do something in the 20th or 40s does not mean that you will do it in the 50s and 70s,” he said, leaning for previous discussions with protectors who played bingo today but not when they were younger and visited casinos in Las Vegas. “So this idea that everyone says that we have to adapt our marketing plan to target the young people never really reasoned with me.”
Jossel admits that the newer slot machines, which are more like a computer game than a Vegas style one-armed bandit, have forced him to look at the situation differently. He said that younger players spend more time and more money on these elegant machines with stylish graphics and interactive components.
“Games have bets ranging from 40 cents up to $ 40 or $ 50, and I see that these young people play $ 20 per spin, no problems. In old days you just never saw it. You just never saw, ever that bet the big numbers,” he said. “And I found that it is the new product, the new games, but also the impact of the influences on social media.”
Although behaviors are changing, traditional casino games are still relevant to younger audiences, says Atkinson.
“The increase in gaming interventions on Youtube, Instagram and TikTok has led to a renewed interest in traditional games among younger generations. These influences engage their audience on social media and attract them to visit casinos for an authentic gaming experience,” he said. “While online games and sports games remain popular, there is still a strong desire for the concrete gaming experiences offered by Las Vegas.”
In other words, while their grandparents stacked buffet food on their plates, and their parents sang along to Celine’s classic, this new generation comes to Las Vegas for craft cocktails, video -play -inspired slots and influenza experiences. Everything that Vegas has a lot to offer.
Contact David Danzis at ddanzis@ theplayerlounge.com or 702-383-0378. Follow @AC2vegas-danzis.bsky.social or @AC2vegas_danzis on X.
