- Hard Rock hotels will join Accor’s network.
- Loyalty members gain added benefits.
- Ennismore to oversee global expansion.
The partnership will take effect after the transaction closes. It will link the ALL Accor and Unity by Hard Rock loyalty programs and give Hard Rock hotels access to Accor’s distribution network. Ennismore will support the development and operations of Hard Rock’s hotel brands.
“Together with Accor and Ennismore, we will expand Hard Rock into new destinations and give Unity by Hard Rock members greater access and additional benefits at our hotels,” said Jim Allen, Hard Rock CEO.
Loyalty and hotel expansion
Hard Rock operates hotels in 16 countries across North America, the Caribbean, Europe and Asia-Pacific.
Hard Rock hotels, 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.
Participating properties will gain access to more than 125 million ALL Accor members. Accor will connect the hotels to its global sales and distribution network, while Hard Rock will continue to manage its own direct marketing and distribution channels.
Members of both loyalty programs will also be able to convert points and receive matching status. Ennismore and Accor’s development team will oversee its hotel expansion in Europe, the Middle East, Asia and the Pacific, including markets where the brand does not currently operate.
Accor raised its full-year EBITDA outlook after third-quarter revenue grew 7.7 percent and RevPAR increased 4.9 percent.
