Accor, Hard Rock form global hospitality partnership

Accor and Hard Rock International have formed a global strategic partnership to expand their customer networks and hotel portfolios through cooperation on loyalty programmes, hotel distribution and international development.

Subject to the successful closing of the agreement, the partnership will introduce reciprocal benefits between ALL Accor and Unity by Hard Rock, including points conversion and status matching for existing members.

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

Participating Hard Rock properties will also be connected to Accor’s global sales and distribution network, while Hard Rock will continue operating its own direct marketing and distribution channels.

Ennismore, Accor’s lifestyle hospitality group, will provide development and operational support to facilitate the Hard Rock hotel portfolio’s international expansion.

The collaboration is expected to strengthen Hard Rock’s presence in new destinations while giving members of both loyalty programmes access to a wider range of hotels and hospitality experiences.

The companies have not disclosed a timeline for the agreement’s completion or identified specific hotels that will participate in the distribution arrangement.