Hard Rock International kept full ownership of its hotels while partnering with Accor to expand its non-casino hotel network. Accor collects ongoing fees and gains access to Hard Rock's brand for its loyalty members.
The partnership began quietly. Hard Rock listed its New York City hotel on Accor's booking site and app earlier this year without public announcement. The first month generated 84 room nights. By July, the Accor channel delivered more than 1,500 room nights monthly, exceeding what Hard Rock's own site produced for that hotel. Jeff Hook, chief operating officer of Hard Rock, noted that more than 90% of those guests were new to Hard Rock.
On Monday, Accor and Hard Rock announced a global deal. Hard Rock's hotels will now join ALL, Accor's loyalty program. Ennismore, Accor's lifestyle joint venture, will help develop Hard Rock hotels worldwide. Accor's global sales team will support Hard Rock in winning group and meetings business.
Hard Rock expects to operate about 25 standalone hotels once integration completes, Hook said. The company also operates about 10 casino hotels, and three of them might eventually appear on Accor's platform as well.