Accor and Hard Rock International have announced a global strategic partnership covering loyalty programmes, distribution and international development, aimed at expanding Hard Rock’s global footprint and strengthening member benefits.
Subject to the
successful closing of the transaction, the agreement will allow participating
Hard Rock properties to join Accor’s ALL distribution and loyalty platform,
providing access to more than 125 million members worldwide.
The participating
portfolio will include Hard Rock Hotels, Reverb by Hard Rock, Hard Rock Hotels
& Casinos, and Hard Rock Hotel & Residences. Accor will connect the
hotels to its global sales and distribution network, while Hard Rock will
retain its direct marketing and distribution channels.
The partnership will
also enhance the ALL Accor and Unity by Hard Rock loyalty programmes through
initiatives including points conversion and reciprocal status recognition,
offering members greater access to benefits across both brands.
Under the agreement,
Ennismore, Accor’s lifestyle hospitality division, will support the
international development and operations of the Hard Rock hotel portfolio.
Working alongside Accor’s wider development team, Ennismore will focus on
expanding the brand across Europe, the Middle East, Asia and the Pacific,
including entry into new markets.
The collaboration
builds on the existing presence of Hard Rock Hotel New York, where guests can
already experience the partnership’s benefits.
The agreement combines
Accor’s global distribution network and hospitality expertise with Hard Rock’s
internationally recognised entertainment and hospitality brand, creating
opportunities for further international expansion. -TradeArabia News Service