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Worldwide: Hospitality group Accor has signed a partnership with entertainment brand Hard Rock International, with Ennismore leading Hard Rock’s expansion across Europe, the Middle East, Asia, and the Pacific.
Accor will connect participating Hard Rock hotels to its global sales and distribution network, while Hard Rock will continue to operate its own direct marketing and distribution channels.
In addition, Ennismore will provide development and operational support for Hard Rock, expanding the brand into debut markets.
Jim Allen, CEO of Hard Rock International, said: “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. 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 and CEO of Accor, added: “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.”
Highlights:
- Accor has partnered with Hard Rock International, selecting lifestyle hospitality division Ennismore to lead Hard Rock’s hotel expansion across EMEA and APAC.
- Participating Hard Rock properties will integrate into Accor’s global sales and distribution platform, while maintaining Hard Rock’s existing direct booking and marketing channels.
- The strategic alliance connects Hard Rock’s global presence with Accor’s commercial infrastructure and Ennismore’s lifestyle hotel operating capabilities.
