French hospitality giant Accor and Hard Rock International have entered into a global strategic partnership for loyalty, distribution and international development, the companies announced Monday.
Under the deal, hotels within Hard Rock's portfolio—including Hard Rock Hotels, Reverb by Hard Rock, Hard Rock Hotels & Casinos and Hard Rock Hotel & Residences—will be able to join the ALL Accor distribution and loyalty platform, with its more than 125 million members worldwide. Hard Rock International's portfolio includes nearly 40 hotels and resorts globally.
Hotels that choose to participate will also connect to Accor's global sales and distribution network. Hard Rock will continue to operate its own direct marketing and distribution channels.
The partnership allows for status matching and points conversion between the ALL Accor and Unity by Hard Rock loyalty programs.
Ennismore, Accor's lifestyle joint venture, will oversee the development of the Hard Rock brand, aiming to grow it across Europe, the Middle East, Asia and the Pacific.
The financial terms of the deal, as well as the transaction close date, were not disclosed.