Accor and Hard Rock Reach Global Strategic Partnership
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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.
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- Hotel Dive FeedAccor and Hard Rock Reach Loyalty and Distribution Partnership
Accor and Hard Rock International have reached a global strategic partnership. Hotels under Hard Rock may choose to join the ALL Accor distribution and loyalty platform, and gain access to Accor's more than 125 million members and global sales distribution network.
- Skift FeedAccor and Hard Rock Hotels reach global partnership; Hard Rock will not sell equity and will plug into the ALL loyalty program
Accor and Hard Rock Hotels announced a global partnership. Hard Rock Hotels will join Accor's ALL loyalty program, Ennismore will assist Hard Rock in hotel development globally, and Accor's global sales team will help Hard Rock win group and meetings business. Previously, the Hard Rock New York hotel tested the waters on 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.
- Business Travel NewsAccor and Hard Rock Reach Loyalty and Distribution Partnership
Accor and Hard Rock International announced the establishment of a global strategic partnership, under which Hard Rock hotels can access Accor's ALL distribution and loyalty platform, which has more than 125 million members.
- Accor News & StoriesSelectedAccor Group and Hard Rock International sign global strategic partnership
Accor Group and Hard Rock International announced a global strategic partnership covering loyalty, distribution and international development. After the transaction is completed, hotels under Hard Rock's brands may choose to join the ALL Accor distribution and loyalty platform, reaching more than 125 million ALL Accor members worldwide.
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