Last updated: 10:51 PM ET, Mon October 10 2016

Niche Nirvana

Consider targeting the Linq to millennials and The Cromwell to aslightly older, more upscale clientele.

Vacation Agent | Destination & Tourism | Mimi Kmet

Niche Nirvana

PHOTO: The Cromwell in Las Vegas. (photo courtesy Caesars Entertainment)

In a prime example of targeting niche markets, Caesars Entertainment’s transformation of two tired Las Vegas Strip casino hotels into hip, urban properties is drawing specific demographics to the destination. The LINQ Hotel & Casino is attracting millennials in droves, while The Cromwell is appealing to a slightly older, more upscale crowd.


The name suits this hotel perfectly, as it literally provides a link to two sister properties: The Flamingo to the south (via The LINQ Promenade) and Harrah’s to the north (via Carnaval Court).

Originally the Imperial Palace, the hotel was transformed into The LINQ in October 2014. The Asian theme has been replaced by a sleek, modern design and high-tech, millennial-driven perks.

The experience starts with check-in. There’s a reception desk, but who needs it when you can check in via email, text or Internet (with the Play by Total Rewards mobile app) before arrival? Checkout is just as easy. (Caesars Entertainment also is rolling out these options to its other Las Vegas hotels.)

All guestrooms and suites feature contemporary, bright décor and techie features like central charging and docking stations and USB outlets in lamp bases. The hotel’s handle and hashtag are even on bathroom mirrors. For selfies, guests can position themselves in front of a mirror decal of the signature spiked hair and goatee of celebrity chef Guy Fieri, who opened his first Las Vegas restaurant at The LINQ.

Among the 2,253 accommodations 244 are suites, including two penthouse suites, as well as 25 cabana suites with private patios on the pool deck. The property also recently unveiled 12 bunk-bed rooms, each with two queen beds and an upper bunk.

READ MORE: High Rolling at The LINQ, Las Vegas' New Hotspot 

The Pool @ The LINQ is a popular spot for guests who are 21 and older, with cocktail and food service, board games like beer pong, party music, pool tables and foosball in the adjacent Req Room, and a second above-ground pool.

In stark contrast, the Spa at The LINQ is a serene space spanning 15,000 square feet and includes a 24-hour fitness center and a salon that offers services like spray tanning, airbrush makeup and beard trimming.

Among the spa’s amenities are a water bar, zero-gravity lounge chairs and the only Himalayan salt caves in Las Vegas. Guests can listen to their own music by connecting their devices to the rooms’ speakers.

Besides Guy Fieri’s Vegas Kitchen & Bar, a casual eatery serving burgers, tacos and small bites, The LINQ offers several other millennial-centric restaurants. Among them are Hash House A Go Go, offering large portions of what it calls “twisted farm food,” like a one-pound burger stuffed with mashed potatoes and bacon, and Nook Café, featuring healthy fare.

The hotel’s six bars include 3535, Las Vegas’ only infusion bar, with 35 liquor infusions, like wasabi and ginger-infused Bombay gin. There’s also a sports bar that offers “hop’tails” (beer cocktails) and self-serve draft tables, an Irish pub and a juice bar, among other options.

For car buffs, The Auto Collections, featuring 250 antique, classic and exotic vehicles, is still housed at the hotel. The property also has two wedding chapels.

Entertainment at The LINQ Theater includes “Mat Franco – Magic Reinvented Nightly,” starring its namesake, a millennial magician and “America’s Got Talent” winner. The theater also is home to “Frank Marino’s Divas Las Vegas,” where an all-male cast impersonates famous divas.


The informality of The LINQ is complemented by the sophisticated, upscale ambiance of The Cromwell. Formerly Bill’s Gamblin’ Hall & Saloon, this 188-room property, which opened in spring 2014 just south of the Flamingo, is being touted as the Strip’s first and only stand-alone boutique hotel.

The property has a vintage Parisian feel, with hardwood floors, low lighting and plush furnishings. Yet it also has a modern, whimsical flair, with corridor carpeting filled with English and French sayings, for example. And the retail shop sells atypical items like chess piece candles and tonic scented mustache wax, as well as wine and gourmet snacks.

While it doesn’t offer self-check in options, The Cromwell has an intimate reception area that’s located away from the casino floor. And guests can download eKey, a mobile key option from the hotel’s app, which allows them to enter their rooms using their mobile devices.

The residential-style accommodations have moody lighting and are appointed with deep color tones. And, in a nod to female clientele, all rooms have hair straighteners and vanity tables that work like minibars.

Despite its quiet demeanor, The Cromwell is positioned as a 24-hour party place, with two venues by nightclub impresario Victor Drai. Located on the rooftop pool deck, the palm-tree-adorned Drai’s Beachclub & Nightclub spans 65,000 square feet of indoor and outdoor space and features eight pools, 150 VIP tables, and food-and-beverage service. On the basement level, the smaller, four-room Drai’s After Hours is designed like a vintage mansion with pin-up photography, animal print embossed booths and palm trees.

Giada, The Cromwell’s restaurant, which serves Italian cuisine with California influences, is the brainchild of celebrity chef Giada De Laurentiis. In contrast to the rest of the hotel, the dining room is bright, with a white color scheme and lots of natural light.

And the main bar, Bound – named for its library theme – is an intimate lobby bar with gold and dark tones and plush seating. Curtains surround the circular bar, where clients can order signature cocktails created by renowned mixologist Salvatore Calabrese.

For the Linq, call 800-634-6441 or visit For The Cromwell, call 844-426-2766 or visit


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Vacation Agent Magazine

A version of this article appears in print in the October 2016 issue of Vacation Agent Magazine.