Accor and Hard Rock reportedly agree global hotel partnership
Deals & M&A2 min read
Accor and Hard Rock International have reportedly agreed a global partnership covering hotel distribution, loyalty programmes and international development. Hard Rock properties may opt into Accor’s sales, distribution and loyalty services, while the arrangement depends on the transaction closing.
Accor and Hard Rock International have reportedly agreed a global partnership covering hotel distribution, loyalty programmes and international development. The agreement depends on the transaction closing successfully.
Hard Rock Hotels, Reverb by Hard Rock, Hard Rock Hotels & Casinos and Hard Rock Hotel & Residences properties will be able to opt into ALL Accor’s distribution and loyalty platform. Participating properties would use Accor’s sales and distribution network, while Hard Rock would keep its own marketing and booking channels. Accor says its ALL Accor platform connects more than 125 million members in 110 countries.
Plans for reciprocal loyalty benefits include converting points and matching status for members of ALL Accor and Unity by Hard Rock.
International growth of Hard Rock hotels is expected to rely heavily on Ennismore, Accor’s lifestyle-hospitality group. The group and Accor’s broader development team plan to pursue markets in Asia and the Pacific, Europe and the Middle East, including places where Hard Rock has not previously operated. Ennismore is also expected to support both development and operations.
Hard Rock International chairman Jim Allen said the agreement would expand the brand into new destinations and increase benefits for Unity members. Accor chairman and chief executive Sébastien Bazin said it would connect the groups’ audiences and support Hard Rock’s expansion.
Accor holds a majority stake in Ennismore. Hard Rock, which began as a restaurant business and now operates hotels, casinos and entertainment venues, will join Ennismore’s partner-brand roster under the arrangement.
Earlier this year, Hard Rock won one of three casino licences and is due to open Hard Rock Metropolitan Park in 2030. The project is expected to cost $8bn.