Hard Rock Hotels Plug Into Accor Without Selling a Stake

Earlier this year, Hard Rock International listed its hotel in New York City on Accor’s booking site and app and told almost no one. The first month brought 84 room nights. By July, the channel was delivering more than 1,500 a month, more than Hard Rock’s own site produced for the hotel, said Jeff Hook, chief operating officer of Hard Rock. More than 90% of those guests were new to Hard Rock. The New York hotel test was a prelude. On Monday, Accor and Hard Rock announced a global partnership. Hard Rock’s hotels will join ALL, Accor’s loyalty program. Ennismore, Accor's lifestyle joint venture, will help develop Hard Rock hotels worldwide, and Accor's global sales team will help Hard Rock win group and meetings business. Hard Rock will have about 25 standalone hotels once the integration is fully underway, Hook said. The company also has about 10 casino hotels and three of them might eventually be listed on Accor, too. What Hard