Accor and Hard Rock Plan Point Conversion and Status Matching

Accor and Hard Rock International announced a global partnership yesterday, and loyalty is a big part of it.

Once the deal closes, ALL Accor and Unity by Hard Rock members will be able to transfer points and match elite status between the two programs. Additionally, Hard Rock’s hotel brands can opt into ALL Accor’s distribution channels and loyalty platform, which Accor says reaches more than 125 million members.

The companies haven't shared point conversion rates, how status will match, a list of participating hotels, or when the partnership goes live. I'll keep you updated.

Andrew's Take

This is worth watching if you hold ALL Accor or Unity by Hard Rock points. For Unity members, this opens up a ton of new redemption options, since Accor has more than 5,800 properties worldwide. For Accor members, however, it’s less exciting, since Hard Rock is an acquired taste with a relatively limited footprint. Regardless, more options are almost always a good thing.