Hard Rock International launches loyalty program – Business Traveler

Hard Rock International has launched a new loyalty program across its portfolio of hotels, casinos, cafes and retail stores.

Members of the Unity by Hard Rock program can earn Unity Points, which can then be redeemed for free nights, upgrades, dining experiences, merchandise and free play rewards at casinos.

Tier credits are also earned on eligible gaming and non-gaming spend, with greater benefits as members progress through the Star, Legend, Icon, and X (invite only) tiers.

How it works

Members earn three Unity Points for every eligible $1 spent at participating cafes, non-casino hotels and Rock Shops; one Unity Point for every eligible $1 spent on all other non-gaming expenses at participating casinos; as well as additional Unity Points for gaming at participating casinos (rates vary by location).

Points can then be redeemed for free nights, upgrades, dinners, merchandise and free game rewards, with a conversion rate of 100 Unity Points to $1.

Tier points are earned at a rate of one point per $1 spent at participating cafes and hotels, with Legend tier achieved after 4,000 tier points in a calendar year, and Icon tier after 15,000 tier points.

Elite benefits include early check-in/late check-out, room upgrades, welcome items, and nightly room renewal for Icon and X members.

All members enjoy member rates, a free dessert for their birthday and 10 percent off Hard Rock merchandise purchased online at shop.hardrock.com.

Members will also get access to the group’s ‘Summer Together’ pre-sale, including up to 30 percent off participating hotel stays of two nights or more and free breakfast for two, for bookings made between May 15 and May 31, 2024.

A ‘Come Together’ campaign to promote the launch of the new program features celebrities such as Lionel Messi, Noah Kahan, John Legend and Shakira, and gives members the chance to win unique experiences including an all-inclusive holiday at Hard Rock Hotel Maldives.

Commenting on the news, Keith Sheldon, president of entertainment and brand management at Hard Rock International and Seminole Gaming, said:

“With a hospitality offering that includes hotels, casinos, cafes, shops and more, Hard Rock is uniquely positioned to launch this unique loyalty program that rewards our guests’ passions for entertainment, travel, gaming and food.

“The launch of Unity by Hard Rock in 200 locations worldwide also provides the perfect opportunity to reintroduce the world to all of Hard Rock’s incredible hospitality offerings, through the lens of some of our most iconic artist and sports friends, and with a modern take on a Beatles classic that serves as the soundtrack.”

Hard Rock Hotels will open the second hotel under the young REVERB brand this month, with REVERB Hamburg housed in an extension of the St Pauli Bunker in the city’s St Pauli district.

Hard Rock Hotels opens REVERB property in Hamburg

hardrock.com