Accor will open ALL to Hard Rock hotels, with points conversion and first perks in New York

Accor and Hard Rock International announced a global strategic partnership on 9 November 2026: Hard Rock hotels will have the option of joining ALL, Accor’s loyalty programme and its more than 125 million members. Points conversion, status matching, development entrusted to Ennismore: everything hinges on the deal being finalised, except at the Hard Rock Hotel New York, where guests are already enjoying the benefits.

☰Contents

1. Four Hard Rock brands invited into ALL
2. Hard Rock keeps its own sales channels
3. Points and status: how will ALL meet Unity?
4. In New York, the perks are already live
5. From Europe to the Pacific, Ennismore leads
6. Signed in Fort Lauderdale on 2 November

Four Hard Rock brands invited into ALL

The joint announcement names four brands: Hard Rock Hotels, Reverb by Hard Rock, Hard Rock Hotels & Casinos and Hard Rock Hotel & Residences. Their properties will have the option of joining the ALL Accor distribution and loyalty platform: participation will be optional, and the two groups have not said how many hotels are involved. Hard Rock International, known for its upscale, rock-inspired hotels, claims more than 300 venues in nearly 80 countries, including hotels, casinos, Rock Shop stores, concert venues and cafes, along with a collection of more than 89,000 pieces of music memorabilia.

Hard Rock keeps its own sales channels

For participating hotels, Accor will open up its international sales and distribution network, that of a group with more than 5,800 hotels and more than 45 brands in over 110 countries. Meanwhile, Hard Rock will continue to run its own distribution and direct marketing channels. For the bigger picture, see Accor’s hotel brands ranked from luxury to economy.

Points and status: how will ALL meet Unity?

The loyalty strand aims to strengthen both programmes, ALL Accor and Unity by Hard Rock, through points conversion and status matching. The idea: convert points from one programme to the other and have your tier recognised by the partner. What matters most to travellers is still missing: so far, neither a conversion rate nor a status-matching chart has been published, and the launch awaits the finalisation of the deal.

In New York, the perks are already live

The only address where the partnership is already up and running, the Hard Rock Hotel New York stands at 159 West 48th Street in Midtown Manhattan. According to the announcement, its guests can already enjoy the benefits of the agreement. The hotel brings together the Sessions restaurant, the RT60 rooftop, the NYY Steak steakhouse, The Venue concert hall and a Rock Star Suite looking out over the towers of Midtown.

From Europe to the Pacific, Ennismore leads

The second strand: Hard Rock becomes a partner brand of Ennismore, which brings together 14 brands, more than 190 hotels and more than 150 projects (figures at the end of June 2026). Ennismore will lead Hard Rock’s development alongside Accor’s development teams in Europe, the Middle East, Asia and the Pacific, including in markets where the brand is not yet present, and will provide support for the development and operational management of the hotels.

In Europe, we covered the arrival of the Hard Rock Hotel Malta in St Julian’s. In the Middle East, Ennismore is already on the front line of Accor’s negotiations over the Dubai Pearl site.

Signed in Fort Lauderdale on 2 November

The signing was celebrated on 2 November 2026 in Fort Lauderdale, Florida, by Jim Allen and Sébastien Bazin, in the presence of John Rees, Jeff Hook, Phil Zrihen and Agnès Roquefort among others, a week before the announcement. For Sébastien Bazin, Chairman and CEO of Accor, “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”.

Jim Allen, Chairman of Hard Rock International, puts his programme’s members first: “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.”