American Marketer


Trump Las Vegas leverages fundraising to increase online reservations

February 13, 2012


Trump International Hotel’s Las Vegas property is looking to increase its online bookings through a charitable tie-in with the American Heart Association during American Heart Month.

The hotel will be making a donation the organization for each online booking made now through Feb. 29. Additionally, a special spa package is being offered at the hotel that will also benefit the American Heart Association.

“The American Heart Association is an exceptional organization and we have been working with them since Trump International Hotel Las Vegas opened in 2008,” said Marshall Davenport, Las Vegas-based director of sales and marketing at Trump International Hotel Las Vegas.

“[For example,] we have supported Go Red for Women at a local level each year,” he said. “More women die from heart disease than all forms of cancer combined and we are trying to help fight that.”

The American Heart Association works to build healthier lives, free of cardiovascular disease and stroke in the United States.

For each reservation made online at, the hotel will be donating $1 to the American Heart Foundation.

This will likely help Trump Las Vegas increase its online bookings since people often research a hotel and look at their Web site before either making a reservation over the phone or via the Web.

Therefore, the hotel would be smart to push the charitable donation on its homepage.

Additionally, Trump Las Vegas is also offering a special spa treatment throughout the year called, “The Heart of Trump Massage Package.”

This treatment comprises a 40-minute muscle-soothing massage, a 40-minute deep-cleansing facial and a choice of either a Classic Trump Pedicure or blow-out in the Trump Salon.

The package also includes a gift from the retail boutique.

The heart of trump massage package costs $234 and Trump Las Vegas will donate $5 from each purchase to the American Heart Association.

Pumping it up
Trump Las Vegas has worked to raise awareness and funds for the American Heart Association since 2008.

For example, the hotel promoted its Day of Bliss with the Trump Escape Package last Mother’s Day, of which $25 of each package bought was donated to the association.

Additionally, in July 2009, the hotel tapped its spa to raise money for the American Heart Association.

The Island Experience package featured Trump’s Jamu Island Fruits line of products and resulted in a donation of $25 each time a consumer indulged.

Luxury hotels looking to emphasize their corporate social responsibility is nothing new.

For example, the Ritz-Carlton Hotel Co. is partnering with America’s Promise Alliance to help decrease high school drop-out rates through a number of sponsored events next year.

As part of this partnership, Ritz-Carlton locations across the United States will be donating space and resources to support America’s Promise and to help bring together influential leaders in the business, nonprofit and philanthropy industries.

Indeed, Trump Las Vegas is likely making a good move since more than half of the world’s affluent consumers feel a responsibility to give to those who are less fortunate (see story).

Also, heart disease is something that can affect everyone and therefore will likely engage a large number of consumers.

“People from all walks of life are affected by heart disease,” Mr. Davenport said. “Our hotel guests are very diverse, from all parts of the world.

“We feel it is a cause that our customers can get behind,” he said. “Our goal is to utilize our resources to help a worthy organization.”

Final Take
Kayla Hutzler, editorial assistant on Luxury Daily, New York