Accor and Hard Rock International announced a global partnership on November 9 that gives Hard Rock hotel brands the option to join the ALL Accor distribution and loyalty platform, which Accor says connects more than 125 million members.
According to the announcement, Hard Rock Hotels, Reverb by Hard Rock, Hard Rock Hotels & Casinos and Hard Rock Hotel & Residences can each join. Accor will connect participating hotels to its global sales and distribution network, and Hard Rock keeps running its own direct marketing and distribution channels. Members of ALL Accor and Unity by Hard Rock are to receive reciprocal benefits, including point conversion and status matching. Ennismore, Accor’s lifestyle company, will oversee development of the Hard Rock brand across Europe, the Middle East, Asia and the Pacific.
Jim Allen, Chairman of Hard Rock International, said “we are opening a new chapter for our brand” in the release. It states the partnership takes effect “upon successful closing of this transaction” but does not describe the transaction, a price or a closing date.
What it means for Hard Rock owners
The release makes joining optional, so each owner of a Hard Rock-branded hotel will face its own decision. The release does not say what a property pays to join the platform, how a booking is credited when it arrives through both channels, or what happens to the direct channels the brand keeps. Those terms decide whether a revenue manager gains new demand or pays commission on guests who would have booked direct.
It is the second loyalty and distribution tie-up of this kind we have covered in a week. On November 3 we reported that Sonesta added 19 Boyd Gaming casino resorts to its distribution platform, and in an opinion piece we argued that a loyalty program that lists other companies’ rooms is a distribution contract. Both deals pair a large hotel group’s platform with casino or entertainment brands.
Source: Accor Group & Hard Rock International Sign Global Strategic Partnership (PR Newswire)
