Accor and Hard Rock form global hotel partnership

Accor and Hard Rock International have agreed on a global strategic partnership covering hotel distribution, loyalty programs and international development. Announced on Monday, the agreement could give Hard Rock hotels access to Accor's ALL Accor platform. Accor says the platform brings together more than 125 million members in 110 countries. The agreement is subject to the successful completion of the transaction.

Under the agreement, hotels in the Hard Rock portfolio, including Hard Rock Hotels, Reverb by Hard Rock, Hard Rock Hotels & Casinos and Hard Rock Hotel & Residences, will have the option to join the ALL Accor distribution and loyalty platform. Participating hotels will benefit from Accor's global sales and distribution network, while Hard Rock will keep its own marketing and reservation channels. The two sides also plan reciprocal benefits for members of ALL Accor and Unity by Hard Rock. These include points conversion and status matching.

Ennismore, the lifestyle hotel group in which Accor holds a majority stake, is expected to play a central role in the international development of Hard Rock hotels. Ennismore and Accor's broader development team are targeting Europe, the Middle East, Asia and the Pacific. These targets include markets where Hard Rock has not previously operated. Ennismore is expected to provide development and operational support.

Jim Allen, chairman of the board of Hard Rock International, said the agreement will take the brand to new destinations and expand the benefits offered to Unity members. Sébastien Bazin, chairman of the board and chief executive of Accor, said the agreement will connect the two groups' customers and support Hard Rock's growth.