MGM Resorts Tuesday announced that its rebranded and retooled loyalty rewards program, MGM Rewards, has launched nationwide. Now, gaming and non-gaming guests alike will be able to take advantage of the program – formerly M Rewards – which includes access to the company’s more than 20 U.S. destinations.

The new program marks the first time that non-gaming customers will be able to earn MGM Rewards points redeemable for food, beverage, entertainment, hotel stays and other amenities.

“The enhancements we’ve introduced with MGM Rewards are rooted in feedback shared by our members and allow us to invest in providing members progressively more valuable benefits at each tier. Our unique rewards offer significant incentives for guests to achieve at every level from Sapphire to NOIR,” said Anil Mansukhani, MGM Resorts’ Vice President of Loyalty Marketing. “With our unparalleled collection of resorts and premier partnerships, MGM Rewards is a superior loyalty rewards program that enhances our members’ experiences nationwide.”

Speaking to the Las Vegas Review-Journal, Stowe Shoemaker, dean of UNLV’s Harrah College of Hospitality and an expert in customer loyalty programs, said the changes reflect the overall trend of visitor habits in Las Vegas, one that has seen resort customers spending a growing percentage of their travel budgets on entertainment, food and rooms rather than gambling.

By adding redeemable currency that can be earned by spending money on nongaming activities, the company will have a better chance of keeping their customers’ dollars in MGM properties, he said.

“Every customer comes to Las Vegas with money in their wallet. And the goal of any company is to keep that money being spent in their business, not someone else’s business,” Shoemaker told the Review-Journal.

“MGM Rewards was developed as a direct result of customer feedback and now offers more ways to earn, more ways to redeem, and more exclusive benefits at MGM Resorts’ 20+ destinations nationwide,” said MGM Resorts’ Vice President of Loyalty Marketing Anil Mansukhani in a statement in January announcing the launch.

MGM Rewards members will be able to earn points on most expenditures at MGM Resorts destinations. The operator’s five tier levels — Sapphire, Pearl, Gold, Platinum and NOIR – remain in place.

The rewards program also will provide smart integration between MGM Rewards and BetMGM, the company’s sports betting and igaming operation. BetMGM Players will be able to earn digital rewards and tier credits.

MGM Rewards members get access to MGM Resorts’ properties in the U.S., including the Bellagio, ARIA, MGM Grand and Mandalay Bay in Las Vegas; the Borgata in Atlantic City; Beau Rivage in Mississippi; and MGM National Harbor in Maryland.

Rege Behe is lead contributor to CDC Gaming Reports. He can be reached at rbehe@cdcgaming.com. Please follow @RegeBehe_exPTR on Twitter.