As Macau’s gambling slump continues, the casino operator that benefited the most from the city’s decade-long focus on Chinese VIP gamblers is trying to attract a new breed of VIP to boost non-gaming revenue.

Galaxy Entertainment Group is now rewarding big shoppers with free hotel stays and access to resort facilities, some of the perks once reserved for high-rolling gamblers. “A VIP can be either a big gambler or a big shopper,” chief marketing officer Kevin Clayton said.

While high-stakes gamblers remain an important source of income in Macau, the company is redefining its VIP label, he said. The move comes as Galaxy’s operating margins shrink due to an outflow of high-end customers.