Accor and Hard Rock International have announced a global strategic partnership covering loyalty programmes, hotel distribution and international development.
The agreement will give participating Hard Rock hotels access to Accor’s global distribution network and its ALL Accor loyalty platform, which has more than 125 million members worldwide. It will also introduce reciprocal benefits for members of ALL Accor and Hard Rock’s Unity programme.
The partnership remains subject to the successful closing of the transaction. In addition, Ennismore, Accor’s lifestyle hospitality group, will provide development and operational support to Hard Rock’s hotel portfolio.
Guests can already experience the partnership at Hard Rock Hotel New York, although the companies have not detailed the specific benefits currently available at the property.
Hard Rock Hotels to Gain Access to ALL Accor Distribution Network
Under the agreement, hotels across the Hard Rock portfolio will have the option to join the ALL Accor distribution and loyalty platform.
The participating brands and property types include Hard Rock Hotels, Reverb by Hard Rock, Hard Rock Hotels & Casinos, and Hard Rock Hotel & Residences.
Through the arrangement, participating properties will gain access to more than 125 million ALL Accor members. Accor will also connect them to its international sales and distribution network, expanding their reach across its global customer base.
However, Hard Rock will continue to manage its own direct marketing and distribution channels.
The partnership will also seek to strengthen the benefits available through both loyalty programmes. Planned initiatives include point conversion and status matching between ALL Accor and Unity by Hard Rock.
These arrangements are intended to make reciprocal benefits available to existing members of both programmes.
Ennismore to Lead Hard Rock’s International Hotel Development
Ennismore will become a partner brand within its portfolio and oversee the development of Hard Rock Hotels internationally.
Working with Accor’s wider development team, Ennismore will draw on its experience in expanding lifestyle hotel brands across international markets.
The companies plan to pursue opportunities across Europe, the Middle East, Asia and the Pacific. The expansion strategy will also target markets and destinations where the Hard Rock hotel brand has not previously operated.
The partnership brings together Accor’s distribution and loyalty platform, Ennismore’s hotel development and operational capabilities, and Hard Rock’s hospitality and entertainment portfolio.
Accor and Hard Rock Executives Comment on the Partnership
Jim Allen, Chief Executive Officer of Hard Rock International, said the agreement would support the brand’s international expansion and extend benefits to Unity members.
“Hard Rock has always believed in the power of music, entertainment and hospitality to bring people together, and this partnership carries that spirit to more guests, in more places, than ever before. Together with Accor and Ennismore, we are opening a new chapter for our brand, one that will introduce Hard Rock to exciting new destinations around the world and give Unity by Hard Rock members expanded access, reciprocal benefits and unforgettable new ways to experience our resorts.”
Sébastien Bazin, Chairman & CEO of Accor, said the partnership would expand Hard Rock’s international reach while bringing its hotels into the ALL Accor ecosystem.
“We are incredibly proud and excited to partner with Hard Rock, one of the world’s most iconic and globally recognized hospitality and entertainment brands. With its extraordinary heritage, powerful identity and unique ability to connect music, entertainment and hospitality, Hard Rock will bring an exciting new world of experiences to our guests, while opening up exceptional opportunities to connect with new audiences around the globe. This landmark partnership is a powerful demonstration of the strength, scale and global reach of ALL Accor, our unique platform connecting more than 125 million members across 110 countries with exceptional brands and experiences. Combined with Ennismore’s unrivalled expertise in operating culturally relevant lifestyle brands and experiences, we have a tremendous opportunity to accelerate Hard Rock Hotels’ global expansion and unlock significant value for all our stakeholders. Together, we are bringing the power of two exceptional platforms to build something truly distinctive and further reinforce our leadership in lifestyle hospitality worldwide.”
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