Accor Group and 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.

Landmark Global Alliance
- Accor and Hard Rock International have entered into a global strategic partnership focused on:
- Loyalty programs
- Distribution
- International hotel development

Enhanced Loyalty Benefits
- Hard Rock brands will have the option to join the ALL Accor platform.
- Partnership will connect Hard Rock properties to Accor's global network of over 125 million ALL members.
- Members of ALL Accor and Unity by Hard Rock will benefit from:
- Point conversions
- Status matching
- Expanded rewards and experiences

Expanded Distribution Reach
- Participating Hard Rock properties will gain access to Accor's global sales and distribution network.
- Hard Rock will continue to operate its own direct marketing and distribution channels.

Ennismore to Drive Growth
- Ennismore, Accor's lifestyle hospitality platform, will support the development and operations of Hard Rock Hotels.
- Expansion efforts will focus on:
- Europe
- Middle East
- Asia
- Pacific region

International Expansion Plans
- The partnership aims to introduce Hard Rock Hotels to new markets and destinations.
- Expected to accelerate the brand's global growth through Accor and Ennismore's development expertise.

Leadership Views
- Jim Allen, CEO of Hard Rock International, said the partnership will bring Hard Rock experiences to more guests worldwide while enhancing benefits for Unity members.
- Sébastien Bazin, Chairman & CEO of Accor, described the alliance as a major opportunity to expand Hard Rock's global presence and strengthen Accor's leadership in lifestyle hospitality.

Significance
- The partnership combines Accor's global hospitality platform, Hard Rock's iconic entertainment-driven brand, and Ennismore's lifestyle expertise to create new growth opportunities and enhanced guest experiences worldwide.