Accor and Hard Rock International have entered into a worldwide partnership aimed at integrating their loyalty programs and collaborating on future hotel development projects.
Agreement Details
The agreement, announced on Tuesday, will enable members of Accor’s ALL – Accor Live Limitless loyalty program and Hard Rock’s Unity by Hard Rock rewards program to earn and redeem points across both networks. The companies also plan to work together on the development of new hotels and resorts in key global markets.
Loyalty Program Integration
According to the announcement, the partnership will allow ALL and Unity by Hard Rock members to access exclusive benefits and experiences at participating properties. The integration is expected to roll out in phases, with further details to be provided at a later date.
Comments from Leadership
Sébastien Bazin, Chairman and CEO of Accor, stated, “This strategic partnership with Hard Rock International will create new opportunities for our guests and loyalty members, expanding the reach of our brands and enhancing the value of our loyalty programs.”
Jim Allen, Chairman of Hard Rock International, commented, “We are excited to join forces with Accor to offer our guests and loyalty members even more ways to enjoy unique experiences around the world.”
Future Development Plans
The collaboration also includes plans to jointly develop new properties in major cities and resort destinations. Both companies indicated that the partnership will focus on markets where there is strong demand for lifestyle and entertainment-oriented hospitality offerings.
About Accor and Hard Rock International
Accor operates more than 5,400 hotels, resorts, and residences across 110 countries. Hard Rock International manages hotels, casinos, cafes, and live music venues in over 70 countries.
Further information about the partnership can be found at this link.
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