Accor and Hard Rock International announce global strategic partnership

HOLLYWOOD, FLA. – Accor and Hard Rock International have announced a global strategic partnership covering loyalty programmes, hotel distribution and international development. The Accor Hard Rock partnership aims to expand guest benefits and create new opportunities for global hotel growth. It also includes potential cooperation between their existing loyalty platforms.

Following successful completion, the agreement will strengthen both ALL Accor and Unity by Hard Rock. Existing members could benefit from point conversion and reciprocal status matching. Furthermore, the partnership aims to improve access to benefits across both programmes.

Ennismore will provide development and operational support. This involvement will strengthen growth opportunities across Hard Rock’s hotel portfolio.

Expanded hotel distribution and loyalty benefits

Hotels within the Hard Rock portfolio will have the option to join ALL Accor’s global distribution and loyalty platform. The platform currently connects more than 125 million members worldwide. Consequently, participating hotels could gain access to a broader international customer base.

Accor will connect participating properties to its global sales and distribution network. This arrangement will extend Hard Rock’s international reach. However, Hard Rock will continue operating its own direct marketing and distribution channels.

The partnership also aims to create additional opportunities for Unity by Hard Rock members. Through potential reciprocal benefits, members could access more experiences across participating hotel brands.

Also read → ALL Accor launches global Stay for More campaign

Jim Allen, Chief Executive Officer of Hard Rock International, said: “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.”

International development and brand expansion

The agreement creates opportunities to accelerate Hard Rock Hotels’ international development. In particular, Accor will contribute its global distribution capabilities and established loyalty platform. Meanwhile, Ennismore will bring its expertise in lifestyle hotel development and operations.

Sébastien Bazin, Chairman and Chief Executive Officer of Accor, said: “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.”

The Accor Hard Rock partnership brings together two international hospitality platforms. It combines Hard Rock’s music, entertainment and hospitality identity with Accor’s global distribution network. Additionally, Ennismore’s operational expertise will support potential development opportunities.

Through this agreement, the companies aim to broaden their international audiences and expand guest experiences. The partnership also highlights the growing role of loyalty platforms and distribution networks in global hotel development.

The article Accor and Hard Rock International announce global strategic partnership first appeared in TravelDailyNews International.

The post Accor and Hard Rock International announce global strategic partnership appeared first on Travel Daily News