Accor & Hard Rock sign global partnership spanning loyalty, distribution and development

Accor and Hard Rock International have announced a global strategic partnership covering loyalty programs, hotel distribution and international development.

Subject to successful closing, the partnership aims to introduce reciprocal benefits for members of ALL Accor and Unity by Hard Rock, including point conversion and status matching.

Ennismore will provide development and operational support to help grow Hard Rock’s brand portfolio.

Hotels within the Hard Rock portfolio will have the option to join Accor’s distribution and loyalty platform, gaining access to more than 125 million ALL Accor members worldwide.

Accor will connect participating properties to its global sales and distribution network, while Hard Rock will continue operating its own direct marketing and distribution channels.

“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,” Jim Allen, chief executive officer of Hard Rock International, said.

“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.”

For Accor, the agreement will broaden the experiences available through its loyalty platform while connecting the group with new audiences.

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

Bazin said the combination of Accor’s global platform and Ennismore’s experience operating lifestyle brands would support Hard Rock Hotels’ international expansion.

“Together, we are bringing the power of two exceptional platforms to build something truly distinctive and further reinforce our leadership in lifestyle hospitality worldwide.”

The announcement did not specify a closing date, participating properties or a timeline for introducing the loyalty benefits.

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