# Accor Group & Hard Rock International Sign Global Strategic Partnership

- Link: https://www.thailand-business-news.com/pr-news/accor-group-hard-rock-international-sign-global-strategic-partnership
- Published: 2026-11-10T01:39:00+07:00
- Author: PR Newswire

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  [_Images_](https://edge.prnewswire.com/c/link/?t=0&l=en&o=4817771-1&h=156225787&u=https%3A%2F%2Fennismore.box.com%2Fs%2F0z3rcby6s057m0hcagigurujxsdi0c8u&a=Images)_,_
[_Info_](https://edge.prnewswire.com/c/link/?t=0&l=en&o=4817771-1&h=1434438758&u=https%3A%2F%2Fwww.prnewswire.com%2Fnews-releases%2Faccor-group--hard-rock-international-sign-global-strategic-partnership-302932949.html&a=Info)

HOLLYWOOD, Fla., Nov. 10, 2026 /PRNewswire/ — [**Accor**](https://edge.prnewswire.com/c/link/?t=0&l=en&o=4817771-1&h=2474983100&u=https%3A%2F%2Fgroup.accor.com%2Fen&a=Accor)
and [**Hard Rock International**](https://edge.prnewswire.com/c/link/?t=0&l=en&o=4817771-1&h=3978459726&u=https%3A%2F%2Fhotel.hardrock.com%2F&a=Hard+Rock+International)
have announced a global strategic partnership covering loyalty, distribution, and
international development.

 [⌊Jim Allen, Chairman of Hard Rock International and CEO of Seminole Gaming, and Sébastien Bazin, Chairman and CEO of Accor, commemorate the landmark partnership between their two groups in Ft. Lauderdale on November 2, 2026. Photo courtesy of AJ Shorter for Hard Rock International & Accor.⌉](https://mmx.prnasia.com/media/MS2030175/Hard-Rock-X-Accor-2026-AJ074-Jim-and-Sebastian-E2.jpg?id=OA3067392&p=medium600)

Jim Allen, Chairman of Hard Rock International and CEO of Seminole Gaming, and Sébastien
Bazin, Chairman and CEO of Accor, commemorate the landmark partnership between their
two groups in Ft. Lauderdale on November 2, 2026. Photo courtesy of AJ Shorter for
Hard Rock International & Accor.

Upon successful closing, 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 to existing members. [**Ennismore**](https://edge.prnewswire.com/c/link/?t=0&l=en&o=4817771-1&h=1672786534&u=https%3A%2F%2Fennismore.com%2F&a=Ennismore),
will provide development and operational support, strengthening the growth opportunities
for the Hard Rock brand portfolio. 

Hotels within the Hard Rock brand portfolio will have the option to join the globally
renowned 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.

"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 **Jim Allen, Chief Executive Officer of 
Hard Rock International**. "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 & CEO of Accor**, said: "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. 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. Together, we are bringing
the power of two exceptional platforms to build something truly distinctive and 
further reinforce our leadership in lifestyle hospitality worldwide."

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  |  This article was produced by Cision PR Newswire, our trusted news partner. The views expressed and the content presented here are solely those of the author and may not fully reflect the opinions of Thailand Business News. |

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