HOLLYWOOD, FL — Accor and Hard Rock International are joining forces in a global strategic partnership spanning loyalty, distribution and international development.
The agreement will strengthen both companies’ loyalty offerings, with members of ALL Accor and Unity by Hard Rock set to benefit from point conversion and status matching once the partnership successfully closes.
Hard Rock hotels will also have the option to join ALL Accor’s distribution and loyalty platform, providing access to its network of more than 125 million members worldwide. Accor will connect participating properties to its global sales and distribution network, while Hard Rock will continue to operate its own direct marketing and distribution channels.
The partnership will also draw on Ennismore’s development and operational expertise to support the expansion of Hard Rock’s hotel portfolio internationally.
“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.
He added that the agreement represents a new chapter for the company, creating opportunities to bring the brand to more destinations while delivering additional benefits and experiences to Unity members.
Sébastien Bazin, Chairman and CEO of Accor, said the company was proud to partner with Hard Rock, adding that their new venture will help accelerate Hard Rock’s international’ expansion while creating value for both companies and their stakeholders.
“With its extraordinary heritage, powerful identity and unique ability to connect music, entertainment and hospitality, Hard Rock will ring an exciting new world of experiences to our guests, while opening up exceptional opportunities to connect with new audiences around the globe,” said Bazin.
Lead image caption: Jim Allen, Chairman of Hard Rock International and CEO of Seminole Gaming, and Sébastien Bazin, Chairman and CEO of Accor, commemorate the landmark partnership between their two groups in Ft. Lauderdale on Nov. 2, 2026 — Credit AJ Shorter for Hard Rock International & Accor
