Casino hotels have traditionally been viewed as commodities competing over price and complimentary rooms. Researchers appeal for brand experience as differentiation strategy and state that unique experiences translate in the success of hotels. Based on previous studies in other industries on experiential values, this study aims to explore experiential values applicable to casino hotels that can be used to market hotels in terms that go beyond the traditional mix of price and complimentary rooms. Dimensions of experiential values are tested for their applicability in Macao's casino hotels against consumers' hotel preference, patronage intent, and willingness to pay higher price and recommend to others.