Accor and Hard Rock Agree Global Hotel Partnership
Properties would gain access to Accor's global sales and distribution network.
Accor and Hard Rock International have agreed a global strategic partnership spanning hotel distribution, loyalty programmes and international development.
The deal, announced on Monday, could give Hard Rock properties access to Accor’s ALL Accor platform, which the hotel group says connects more than 125 million members across 110 countries.
The agreement is subject to the successful closing of the transaction.
Under its terms, hotels across Hard Rock’s portfolio, including Hard Rock Hotels, Reverb by Hard Rock, Hard Rock Hotels & Casinos, and Hard Rock Hotel & Residences, will have the option to join ALL Accor’s distribution and loyalty platform.
Access to Accor’s Sales and Distribution
Properties that participate would gain access to Accor’s global sales and distribution network, while Hard Rock would retain its own marketing and booking channels. The companies also plan reciprocal benefits for ALL Accor and Unity by Hard Rock members, including points conversion and status matching.
Ennismore, Accor’s lifestyle-hospitality group, is expected to play a central role in developing Hard Rock hotels internationally. Ennismore and Accor’s wider development team plan to target Europe, the Middle East, Asia and the Pacific, including markets where Hard Rock has not previously operated. Ennismore is expected to provide development and operational support.
The partnership combined Accor’s distribution network with Hard Rock’s hotel portfolio, which brings together accommodation, music and entertainment, as well as casinos in some locations.
‘Opening a new chapter for our brand’
Hard Rock International chairman Jim Allen said the agreement would take the brand into new destinations and expand benefits for Unity members. “Together with Accor and Ennismore, we are opening a new chapter for our brand,” he said.
Accor chairman and chief executive Sébastien Bazin said the deal would connect the groups’ audiences and support Hard Rock’s expansion.
“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”.
