Hollywood, Florida – November 10, 2026 -- Accor and Hard Rock International have announced a global strategic partnership that gives Hard Rock hotels access to ALL Accor's more than 125 million loyalty members, with loyalty, distribution and international development all in scope.
Hard Rock hotels can opt into the ALL Accor platform
Hotels in the Hard Rock brand portfolio will be able to join the ALL Accor distribution and loyalty platform. Accor will connect participating properties to its global sales and distribution network. Hard Rock will keep running its own direct marketing and distribution channels alongside it.
Two loyalty programs to be bridged, subject to closing
Once the deal closes, the partnership aims to link ALL Accor and Unity by Hard Rock. The source names point conversion and status matching for existing members as planned benefits. The announcement does not disclose financial terms or a closing date.
Ennismore to support Hard Rock development and operations
Ennismore will provide development and operational support to strengthen growth opportunities for the Hard Rock brand portfolio. Accor Chairman and CEO Sébastien Bazin said the combination creates an opportunity to "accelerate Hard Rock Hotels' global expansion." He described ALL Accor as connecting more than 125 million members across 110 countries.
Hard Rock International CEO Jim Allen said the partnership will introduce the brand to new destinations worldwide. He also pointed to expanded access and reciprocal benefits for Unity by Hard Rock members across its resorts.