In Brief: Accor Group and Hard Rock International have signed a global strategic partnership covering hotel distribution, loyalty programs and international development.
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Hard Rock Hotel New York, Lobby – Image Credit Hard Rock
Accor Group and Hard Rock International have signed a global strategic partnership covering hotel distribution, loyalty programs and international development. Hotels in the Hard Rock brand portfolio will have the option to join ALL Accor, while Ennismore will oversee Hard Rock brand development.
Upon successful closing of the transaction, the partnership will expand Hard Rock’s distribution network and provide benefits for members of ALL Accor and Unity by Hard Rock. Planned loyalty program features include point conversion and status matching.
Hotels in the Hard Rock brand portfolio can opt to join the ALL Accor distribution and loyalty platform. Eligible brands include Hard Rock Hotels, Reverb by Hard Rock, Hard Rock Hotels & Casinos and Hard Rock Hotel & Residences.
Participating hotels will have access to more than 125 million ALL Accor members worldwide and will be connected to Accor’s global sales and distribution network. Hard Rock will continue to operate its own direct marketing and distribution channels.
Ennismore will provide development and operational support and oversee development of the Hard Rock brand, which will join Ennismore as a partner brand. Ennismore and the wider Accor development team will lead development across Europe, the Middle East, Asia and the Pacific, including expansion into new markets and destinations.
Jim Allen, chairman of Hard Rock International and CEO of Seminole Gaming, and Sébastien Bazin, chairman and CEO of Accor, commemorated the partnership in Fort Lauderdale on Nov. 2, 2026.