Hard Rock hotels join Accor’s ALL loyalty program without equity sale
Hard Rock International has partnered with Accor to add its hotels to the ALL loyalty program while keeping full ownership. The agreement was announced on 9 November 2026 and applies to Hard Rock’s existing and future non‑casino properties.
In this story
At a glance
- What changes
- Hard Rock hotels will be part of Accor’s ALL loyalty program
- Timing
- Announced on 9 November 2026
- Who is affected
- Guests booking Hard Rock hotels through Accor and ALL members
The details
- Announced by
- Accor and Hard Rock
- Previous rule
- Hard Rock hotels were not listed on Accor’s booking platform or loyalty program.
- New rule
- Hard Rock hotels are now listed on Accor’s booking channels and enrolled in the ALL loyalty program, with Accor handling sales and development.
Partnership overview
Hard Rock International and Accor announced a global partnership that places Hard Rock hotels into Accor’s ALL loyalty program. The deal does not involve a sale of equity; Hard Rock retains full ownership of its properties.
Accor will collect ongoing fees for the use of its distribution and loyalty infrastructure, while its lifestyle joint venture Ennismore will assist in developing new Hard Rock hotels worldwide.
Performance of the New York test
Earlier in the year, Hard Rock listed its New York City hotel on Accor’s booking site and app. The first month generated 84 room nights, and by July the channel delivered over 1,500 room nights per month, surpassing the volume generated by Hard Rock’s own site.
- More than 90% of the guests booked through Accor were new to Hard Rock.
Future rollout and development
Hard Rock expects to have about 25 standalone hotels integrated into the Accor system once the partnership is fully operational. The company also owns roughly 10 casino hotels, with three potentially listed on Accor in the future.
Accor’s global sales team will support Hard Rock in securing group and meetings business, expanding the brand’s reach beyond its current footprint.
- Ennismore will help develop Hard Rock hotels worldwide.
What this means for travellers
Trip planning
- Bookings for Hard Rock hotels can now be made through Accor’s website and mobile app.
- ALL loyalty members will earn points on stays at Hard Rock properties.
- Group and meeting planners can access Hard Rock inventory via Accor’s sales team.
Cost and documents
- No new fees are introduced for guests; existing room rates apply.
- Travelers do not need additional documentation beyond standard check‑in requirements.
What you need to do
- All travellers should check Accor’s platform for Hard Rock availability when planning stays.
- ALL members should link their loyalty account to receive points for Hard Rock bookings.
- Business travellers should contact Accor’s sales team for Hard Rock group rates.
Who this affects
-
Leisure travellers booking Hard Rock hotels
Hard Rock hotels are now listed on Accor’s booking channels.
What to do Use Accor’s website or app to reserve rooms and earn ALL points.
-
ALL loyalty program members
Hard Rock hotels have joined the ALL program.
What to do Earn and redeem points on Hard Rock stays as with any ALL property.
-
Group and meetings planners
Accor’s global sales team will market Hard Rock hotels for group business.
What to do Contact Accor sales for rates and availability for Hard Rock venues.
Frequently asked questions
When did Hard Rock hotels join Accor’s ALL loyalty program?
Hard Rock hotels were added to the ALL loyalty program when Accor and Hard Rock announced their partnership on 9 November 2026.
Do Hard Rock hotel guests need to pay extra fees for the Accor partnership?
No additional fees are required; guests continue to pay the standard room rates set by Hard Rock.
Can ALL members earn points at Hard Rock hotels?
Yes, ALL members will accrue loyalty points for stays at any Hard Rock hotel that is part of the Accor network.
Will Hard Rock casino hotels be listed on Accor’s platform?
Hard Rock currently has about 10 casino hotels, and three of them may be listed on Accor in the future, but they are not part of the initial rollout.
How can business travelers book Hard Rock hotels for meetings?
Accor’s global sales team will handle group and meetings business for Hard Rock hotels, so travelers should contact Accor sales for arrangements.
