Accor and Hard Rock Enter Agreement for Loyalty, Distribution, Development

Accor and Hard Rock International have entered into a global agreement covering loyalty, distribution, and development. 

Upon signing of the strategic deal, hotels within the Hard Rock Hotels & Casinos portfolio will have the option to join the ALL Accor loyalty program and distribution platform. In addition, Accor’s Ennismore will offer Hard Rock global development opportunities. 

“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,” said Jim Allen, CEO of Hard Rock International. “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.”   

The partnership gives Hard Rock access to Accor’s 125 million ALL Accor members worldwide, and Hard Rock’s current Unity members will benefit from the pending merge of loyalty programs. Meanwhile, Hard Rock will continue operating its own marketing and direct distribution channels. 

“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,” said Sébastien Bazin, chairman & CEO of Accor. “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.”