Hard Rock International has formed a new global strategic partnership with Accor Group to provide assistance in loyalty, distribution and international development, as well as the potential to expand the operator’s brand to overseas markets.
"Hard Rock has always believed in the power of music, entertainment and hospitality to bring people together, and this partnership carries that spirit to more guests, in more places, than ever before," Hard Rock CEO Jim Allen said.
"Together with Accor and Ennismore, we are opening a new chapter for our brand, one that will introduce Hard Rock to exciting new destinations around the world and give Unity by Hard Rock members expanded access, reciprocal benefits and unforgettable new ways to experience our resorts."
The partnership will look to enhance loyalty programs offered by both Hard Rock and Accor, including every hotel property currently included within the operator’s commercial portfolio.
Hospitality organization Ennismore will also work with Hard Rock to provide development and operational support, with the operator setting its sights on expansion into Europe, the Middle East, Asia and the Pacific.
Accor Chairman & CEO Sébastien Bazin also spoke on the new collaboration, having said, "With its extraordinary heritage, powerful identity and unique ability to connect music, entertainment and hospitality, Hard Rock will bring an exciting new world of experiences to our guests, while opening up exceptional opportunities to connect with new audiences around the globe.
“Combined with Ennismore's unrivalled expertise in operating culturally relevant lifestyle brands and experiences, we have a tremendous opportunity to accelerate Hard Rock Hotels' global expansion and unlock significant value for all our stakeholders.”
Also representing a recent development for Hard Rock, the operator’s Tejon property officially broke ground on a new $725m expansion project on October 21, less than 12 months after its original launch in southern California.
The summer 2028 expansion will add 900 slot machines to Hard Rock Casino Tejon’s commercial portfolio, as well as 406 hotel rooms, convention and meeting space and two resort-style pools.
Hard Rock Hotel & Casino Atlantic City appointed Anthony Colacurcio as the property’s new VP of Marketing on October 20, having originally joined the establishment when it first debuted in 2018
