Accor and Hard Rock Reach Global Strategic Partnership

On November 9, 2026, Accor and Hard Rock International announced a global strategic partnership covering loyalty, distribution and international development. According to first-hand information from Accor, after the transaction is completed, Hard Rock brand hotels can opt in to the ALL Accor distribution and loyalty platform, reaching more than 125 million ALL Accor members worldwide. On the same day, Business Travel News reported that Hard Rock hotels can access Accor's ALL distribution and loyalty platform, which has more than 125 million members. On the same day, Skift reported that Hard Rock hotels will join Accor's ALL loyalty program, Ennismore will assist Hard Rock in developing hotels globally, Accor's global sales team will help Hard Rock pursue group and meetings business, and the partnership does not involve an equity sale. Before the partnership, the Hard Rock Hotel New York had already tested Accor's booking channel: in the first month it brought 84 room nights, and by July that channel was contributing more than 1,500 room nights per month, more than Hard Rock's own website brought to that hotel, and more than 90% of the guests were new to Hard Rock. On November 10, Hotel Dive reported that Hard Rock hotels can opt in to the ALL Accor distribution and loyalty platform and access Accor's more than 125 million members and global sales distribution network.