Hard Rock Hotels’ new pricing model gets rid of resort credit, adds opt-in service fee
Hard Rock Hotel & Casino Punta Cana

Hard Rock Hotels’ new pricing model gets rid of resort credit, adds opt-in service fee

MIAMI — Hard Rock Hotels is ditching resort credits and launching a new ‘Limitless All-Inclusive’ concept, with a 25% service fee covering unlimited access to everything from golf to select spa treatments to tours and excursions.

According to parent company AIC Hotel Group, the all-inclusive Hard Rock Hotels of Mexico and the D.R. “are officially putting an end to the use of resort credit”.

In its place, Limitless All-Inclusive will make its debut with bookings from Sept. 15, 2018, for travel starting Jan. 6, 2019, at Hard Rock Hotel & Casino Punta Cana, Hard Rock Hotel Riviera Maya, Hard Rock Hotel Cancun, Hard Rock Hotel Vallarta and Hard Rock Hotel Los Cabos, coming in 2019.

All-inclusive golf experiences will be available at Jack Nicklaus and Robert von Hagge designed Hard Rock courses, says AIC. Also included: select Rock Spa treatments, tours and excursions, POSH Beauty Salon, barber shop services and more.

Limitless All-Inclusive replaces the use of resort credit, presenting guests with unlimited access to each of these amenities for a 25% service fee, says AIC.

“As a brand, the all-inclusive Hard Rock Hotels are known for being industry trailblazers continually breaking out of the sea of sameness when it comes to creating unique amenities and guest experiences,” said Frank Maduro, vice president of marketing at AIC Hotel Group. “Which is why completely eliminating the use of resort credit was the best next step for the brand to take.”

Asked if guests seeking a ‘bare-bones’ all-inclusive experience, eg. no golf, no spa, no tours, etc., still have to pay the 25% fee with the new pricing policy, AIC Hotel Group spokesperson Bonnie Helena says no. “The 25% fee will not be added to the cost of room nights. Instead, guests will pay the 25% fee for the activities/experiences they choose to book during their stay, so those ‘bare-bones’ guests won’t have to commit to any additional charges.”

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