hospitalitystyle.com

(May 2011) posted on Mon May 09, 2011 EDT

Creates new unit to expand international presence

Caesars Entertainment Corp. has unveiled a new unit to develop branded luxury hotels, restaurants and other lifestyle amenities in resort destinations around the world. The new unit, named Caesars Global Life, will pursue non-gaming hotel developments using the Caesars luxury brand and other brands owned by the company. Most of the developments will revolve around licensing, franchising and management agreements.

The announcement from Caesars comes on the heels of a report two months ago in The Wall Street Journal which said the company is seeking to set up shop in parts of Asia  where gambling isn't allowed, by lending its brands to hotels that don't have casinos.

In formally announcing the creation of Caesars Global Life, the company said the new unit’s objective is to expand the company's presence overseas, especially in Asia and Latin America, where Caesars is widely recognized for its luxury brand. As part of the initiative, Caesars in March announced a partnership with restaurateur Nobu Matsuhisa to develop a Nobu hotel  and restaurant at Caesars Palace in Las Vegas. In addition, the Global Life unit is expected to expand beyond the Caesars' brand to include the development of boutiques and lifestyle brands on Caesars Entertainment-owned real estate in Las Vegas and Atlantic City.

“Our brands and reputation are our most substantial assets overseas, and this plan will allow us to leverage them into growth opportunities in hospitality and gaming,” said Caesars chairman, ceo and president Gary Loveman. 

The company said Alexander Mirza has been named head of Caesars Hospitality Ventures and will be leading this business on behalf of Caesars Entertainment. Mirza will oversee hotel, restaurant, bar, and nightlife development for the company, as well as international hotel management and licensing.