Accor and Hard Rock Forge Landmark Global Hotel Partnership
Two of the world’s most iconic hospitality brands have joined forces. Accor and Hard Rock International have announced a global strategic partnership spanning loyalty programs, hotel distribution, and international development—one that could reshape premium travel experiences worldwide.
Under the agreement, Hard Rock Hotels & Casinos properties will have the option to join Accor’s ALL loyalty platform, which has more than 125 million members around the world. Members of both ALL Accor and Unity by Hard Rock will gain access to reciprocal benefits, including point conversion and status matching.
Eligible Hard Rock brands include:
- Hard Rock Hotels
- Reverb by Hard Rock
- Hard Rock Hotels & Casinos
- Hard Rock Hotel & Residences
Accor’s lifestyle division, Ennismore, will oversee the international development of Hard Rock hotels. Accor Chairman and CEO Sébastien Bazin said the partnership will help accelerate Hard Rock’s global expansion. Jim Allen, CEO of Hard Rock International, said it will “carry that spirit to more guests, in more places, than ever before.”
Guests can already experience the partnership’s benefits at Hard Rock Hotel New York.
Source: PR Newswire — Accor Group & Hard Rock International Sign Global Strategic Partnership