Who Are the Core Customers of Melco International Development Company?

Premium mass customers-affluent, non-junket players-drove Melco International core customers in 2025, accounting for roughly 60% of gaming revenue at Macau properties and delivering higher EBITDA margins than mass-market tables; they matter because they combine repeat visitation with elevated spend on rooms, F&B, and retail.

Luxury Lifestyle Seekers prioritize architectural prestige and Michelin-starred dining at Melco resorts; non-gaming spend (hotels, restaurants, retail) represented about 35% of total property revenue in 2025, making this segment a key margin driver alongside premium mass customers.

Tourists drawn to live shows, events, and nightlife are growing at a double-digit CAGR across Melco International Development target customers, contributing to rising non-gaming revenues and longer average length of stay-important for cross-sell into gaming and F&B.

In the Philippines and Cyprus, Melco customer segments include domestic middle-class leisure travelers and international expats seeking integrated-resort experiences; these markets show higher volume but lower spend per visit versus Macau, supporting occupancy and retail turnover.

Melco International Development Limited serves a mixed customer base: primarily consumers (leisure and gaming guests) plus corporate and MICE groups; business travelers and meetings accounted for a measurable share of weekday occupancy in 2025, supporting ADR stability.

The Premium Mass segment is the most commercially important in 2025/2026, delivering roughly over 50% of adjusted property EBITDA at Macau resorts and eclipsing VIP players and high rollers at Melco in contribution to free cash flow.

Macau's Cotai Strip concentrates the Melco International core customers: premium mass customers Melco and VIP players and high rollers at Melco, with City of Dreams and Studio City capturing a disproportionate share of premium mass spend as of early 2026; Macau inbound arrivals from Mainland China rose in 2025, with visitors from Tier 1/2 cities accounting for a majority of gaming spend.

City of Dreams Manila benefits from robust Philippine domestic consumption and a 15 percent year-over-year increase in international arrivals from South Korea and Japan in 2025, driving mass market gamblers Melco resorts; City of Dreams Mediterranean in Cyprus draws high-net-worth individuals from the Middle East and EU, diversifying Melco International Development target customers beyond Asia.

Melco International Development core customers skew toward premium mass and VIP segments, with Macau operations contributing the largest share of gaming revenue in 2025; City of Dreams and Studio City together accounted for the majority of premium mass table drop and electronic gaming machine (EGM) revenue within Melco's portfolio that year.

Demand growth is strongest among China Tier 1/2 leisure travelers and short-haul East Asian tourists; Manila's domestic rebound and Mediterranean HNW inflows are expanding Melco customer segments, while improved transport links and visa facilitation in 2025 support repeat customer programs and higher-frequency visits.

Melco International Development target customers now include families and younger tourists through investments like the Studio City Water Park and multi-year residency shows with top Asian artists, which act as high-capacity funnels into casinos and hotels. Non-gaming revenue at flagship properties exceeded 20 percent of gross revenue in 2026, raising overall foot traffic without shifting the brand away from luxury.

Melco International core customers-VIP players and high rollers at Melco and high net worth individuals-keep access to ultra-exclusive zones such as Altira Macau and bespoke services. The company enforces strict tier-segmentation for loyalty tiers and private gaming salons to preserve high-value experiences while the property serves broader audiences.

Repeat bookings, premium suites occupancy, and VIP table turnover remain strong: Melco reported some of the sector's highest EBITDA margins in 2026, driven by premium mass customers Melco and VIP segments. Loyalty programs and curated entertainment residencies boost ecosystem stickiness and increase spend-per-visit among Melco customer segments.

The largest growth driver is non-gaming diversification plus targeted entertainment partnerships that convert leisure visitors into gaming patrons; in 2026 this dual-track strategy underpinned higher volumes while preserving premium margins. For more background, see the Brand Story of Melco International Development Company.