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Hard Rock, Cruise Lines Form Partnership Deal

Hard Rock, Cruise Lines Form Partnership Deal

Hard Rock International, Royal Caribbean International and Celebrity Cruises are partnering to offer reciprocal benefits to their gaming rewards program members, as follows:

  • Loyalty members of Unity by Hard Rock will receive discounts on Royal Caribbean and Celebrity cruises and can qualify for invitation-only cruises. In addition, top-tier loyalty members can receive a complimentary cruise on select ships once a year.
  • Royal Caribbean Club Royale and Celebrity Blue Chip members will receive discounts and other rewards at participating Hard Rock locations. Also, top-tier members will receive a complimentary trip to select Hard Rock hotels and casinos annually.

Jeff Hook, executive vice president and chief marketing officer at Seminole Hard Rock Support Services, said the cruise line partnerships are in response to guests’ requests. “Our research showed that over 60 percent of our customers are likely to cruise in the next two years, and Royal Caribbean and Celebrity Cruises were the top two preferred cruise lines by our guests,” he said.

“And because such a big part of our business, especially the casino world, is down here in Florida, where a tremendous number of folks are taking cruises, it’s especially beneficial.”

Hard Rock’s cruise line partnership is the company’s first, but not the industry’s. Norwegian Cruise Line already partners with the Caesars Rewards program.

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