Accor and Hard Rock International Forge Global Strategic 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—a move set to reshape the premium travel landscape worldwide.

Under the agreement, Hard Rock properties—including Hard Rock Hotels, Reverb by Hard Rock, Hard Rock Hotels & Casinos, and Hard Rock Hotel & Residences—will have the option to join Accor’s ALL (Accor Live Limitless) distribution and loyalty platform, gaining access to more than 125 million ALL Accor members worldwide.

The partnership includes several benefits and initiatives:

• Members of ALL Accor and Unity by Hard Rock will benefit from point conversion and status matching.
• Accor’s lifestyle hospitality division, Ennismore, will oversee the international development and operations of Hard Rock’s brand portfolio.

“Hard Rock has always believed in the power of music, entertainment and hospitality to bring people together,” said Jim Allen, CEO of Hard Rock International.

The landmark deal was commemorated at a ceremony in Fort Lauderdale, Florida, on November 2, 2026. The event was attended by Allen and Accor Chairman and CEO Sébastien Bazin.

Travelers can already experience the partnership at Hard Rock Hotel New York, with further international expansion to follow.

Source: PR Newswire — November 9, 2026