Accor Group & Hard Rock International Sign Global Strategic Partnership

Accor, a global leader in hospitality, and Hard Rock International, a renowned entertainment and hospitality brand, have announced a global strategic partnership covering loyalty, distribution, and international development.

Upon successful closing of this transaction, this partnership will enhance the loyalty programs for both ALL Accor and Unity members while broadening Hard Rock’s distribution network. In addition, Ennismore, the fastest-growing lifestyle hospitality company, will provide development and operational support, strengthening the growth opportunities for the Hard Rock brand portfolio. Guests can already experience the benefits of this partnership at Hard Rock Hotel New York, an iconic destination that reflects the energy and hospitality of the global brand.

Hard Rock Joins the ALL Accor Distribution & Loyalty Platform

Hotels within the Hard Rock brand portfolio, including Hard Rock Hotels, Reverb by Hard Rock, Hard Rock Hotels & Casinos, and Hard Rock Hotel & Residences, will have the option to join the globally renowned ALL Accor distribution and loyalty platform, gaining access to over 125 million ALL Accor members worldwide. Accor will connect participating Hard Rock hotels to its global sales and distribution network, broadening the brand’s reach, while Hard Rock continues to operate its own direct marketing and distribution channels.

The partnership aims to enhance access to benefits for members by bolstering both loyalty programs—ALL Accor and Unity by Hard Rock—including point conversion and status matching, helping to quickly introduce this new partnership to existing members.

Ennismore to accelerate development of Hard Rock Hotels internationally

Joining Ennismore as a partner brand, the group will oversee the development of the Hard Rock brand, leveraging its global development team and strong track record and expertise in expanding lifestyle brands across major markets. Led by Ennismore and the wider Accor development team, the group will grow the brand across Europe, the Middle East, Asia, and the Pacific, expanding into new markets and destinations for the first time.

“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,” said Jim Allen, Chief Executive Officer of Hard Rock International. “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.”

Sébastien Bazin, Chairman & CEO of Accor, said: “We are incredibly proud and excited to partner with Hard Rock, one of the world’s most iconic and globally recognized hospitality and entertainment brands. 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. This landmark partnership is a powerful demonstration of the strength, scale and global reach of ALL Accor, our unique platform connecting more than 125 million members across 110 countries with exceptional brands and experiences. 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. Together, we are bringing the power of two exceptional platforms to build something truly distinctive and further reinforce our leadership in lifestyle hospitality worldwide.”

Image Credits:

First: Jim Allen, Chairman of Hard Rock International and CEO of Seminole Gaming, and Sebastian Bazin, Chairman and CEO of Accor, commemorate the landmark partnership between their two groups in Ft. Lauderdale on November 2, 2026.

Second: John Rees, Senior Vice President of Hotels, Hard Rock International; Phil Zrihen, Deputy CEO of Ennismore and CEO of its Lifestyle Collective; Jim Allen, Chairman of Hard Rock International and CEO of Seminole Gaming; Sebastian Bazin, Chairman and CEO of Accor; Jeff Hook, COO of Hard Rock International; and Agnes Roquefort, Chief Development Officer Luxury & Lifestyle of Accor, celebrating the landmark partnership between Hard Rock International and Accor in Ft. Lauderdale on November 2, 2026.

Third: Hard Rock Hotel New York, Lobby

Photo courtesy of AJ Shorter for Hard Rock International & Accor