Accor and Hard Rock International have announced a global strategic partnership covering loyalty, distribution and international hotel growth.

According to the companies, upon successful closing of this transaction, this partnership will enhance the loyalty programs for both ALL Accor and Unity members while broadening Hard Rock’s distribution network.

“We are incredibly proud and excited to partner with Hard Rock, one of the world’s most iconic and globally recognized hospitality and entertainment brands,” said Accor Chairman & CEO, Sébastien Bazin, said.

“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,” he said.

In addition, Ennismore, Accor’s fast-growing lifestyle hospitality company, will provide development and operational support, strengthening the growth opportunities for the Hard Rock brand portfolio.

“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,” Bazin Said.

“Together, we are bringing the power of two exceptional platforms to build something truly distinctive and further reinforce our leadership in lifestyle hospitality worldwide.”

Guests can already experience the benefits of this partnership at Hard Rock Hotel New York and all hotels within the Hard Rock brand portfolio, including Hard Rock Hotels, Reverb by Hard Rock, Hard Rock Hotels and Casinos, and Hard Rock Hotel and Residences, will have the option to join the ALL Accor distribution and loyalty platform, gaining access to over 125 million ALL Accor members worldwide.

Accor will connect participating Hard Rock hotels to its global sales and distribution network, broadening the brand’s reach, while Hard Rock continues to operate its own direct marketing and distribution channels.

The partnership aims to enhance access to benefits for members by bolstering both loyalty programs— ALL Accor and Unity by Hard Rock — including point conversion and status matching, helping to quickly introduce this new partnership to existing members, according to the companies.

“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,” said Hard Rock International Chief Executive Officer, Jim Allen.

“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.”