A casino is a place where people come to let loose and have fun. There’s a sense of adventure as players try their hand at games like poker, blackjack and roulette. The music blares, the coins clink and there’s no telling when luck will strike. Casinos are often designed to be opulent and feature top-notch hotels, spas, restaurants, and entertainment.

But the people who gamble in a casino are a diverse bunch. From regulars who strut in confidence expecting to win big, to those looking for a way to make back some money, they all share one thing in common – they’re there to have a good time. And even when their chips are down, the positive atmosphere usually prevails.

For years, marketers have primarily used demographic information as their primary indicator of audience behavior and buying habits. But while that is helpful, it doesn’t tell the whole story.

Millennials and Gen Z consumers are very different from their Boomer and Gen X counterparts when it comes to how they spend their casino dollars. These newer generations are more likely to spend a higher percentage of their casino budget on non-gaming services like entertainment, food and drinks than they are on gaming.

As a result, casinos must develop strategies that will encourage these visitors to spend more than they normally would on gambling. That means focusing on their hospitality and customer service to increase engagement, brand loyalty and long-term revenue.