Accor and Hard Rock International have formed a strategic partnership to expand their global reach and strengthen their loyalty programmes.
The agreement will integrate Hard Rock Hotels into Accor's ALL distribution and loyalty platform. Members of ALL Accor and Unity by Hard Rock will gain access to reciprocal benefits.
The partnership will also expand Hard Rock Hotels' distribution network through Accor's global sales channels, which reach more than 125 million members worldwide.
Ennismore, Accor's lifestyle hospitality group, will lead the global development of Hard Rock Hotels. The expansion will focus on Europe, the Middle East, Asia and the Pacific.
“Together with Accor and Ennismore, we are opening a new chapter for our brand, introducing Hard Rock to exciting new destinations around the world,” said Jim Allen, CEO of Hard Rock International.
Sébastien Bazin, Chairman and CEO of Accor, added: “This landmark partnership is a powerful demonstration of the strength, scale, and global reach of ALL Accor.”
The collaboration will introduce additional member benefits, including point conversion and status matching. These features will connect the two loyalty programmes and give existing members more ways to earn and use rewards.
Guests can already experience the partnership's benefits at Hard Rock Hotel New York, a flagship property that reflects the brand's distinctive style.
The alliance combines Accor's global distribution network with Hard Rock's entertainment-led hospitality concept. It also supports both companies' ambitions to expand their international lifestyle hotel portfolios.
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