Accor Group and Hard Rock International Forge a New Era in Global Partnerships

Accor and Hard Rock International Join Forces

In an exciting development for the hospitality and entertainment industries, Accor Group and Hard Rock International have announced a groundbreaking global strategic partnership. This collaboration is set to enhance both companies' loyalty and distribution systems internationally, revolutionizing the guest experience for millions worldwide.

On November 2, 2026, the partnership was officially commemorated in Fort Lauderdale, Florida, during a ceremony attended by key figures from both organizations. Jim Allen, Chairman of Hard Rock International and CEO of Seminole Gaming, and Sébastien Bazin, Chairman and CEO of Accor, reflected on the partnership's significance and the future it promises.

The partnership aims to improve accessibility to benefits for loyalty program members of both brands. Accor's program, ALL, and Hard Rock's Unity program will experience a boost through initiatives such as point conversion and status matching. This will allow members of both programs to enjoy a seamless experience when staying at Hard Rock's hotels, which are now set to join the global ALL distribution and loyalty network, unlocking access to over 125 million ALL Accor members worldwide.

This integration means that participating Hard Rock hotels will leverage Accor's extensive sales and distribution platform to amplify their market reach. Simultaneously, Hard Rock will continue to maintain its direct marketing and distribution channels, ensuring that guests can choose how to engage with the brand.

Jim Allen emphasized the core values that underpin the partnership: