Hard Rock International launches new global customer loyalty platform

Hard Rock International’s new loyalty program is off to an impressive start to its global rollout.

The Unity by Hard Rock loyalty program currently allows members to earn rewards at more than 200 hotels, casinos, coffee shops and Rock Shops associated with the Hard Rock brand worldwide. Hard Rock’s accompanying “Come Together” launch campaign features stars like soccer legend Lionel Messi and Grammy-winning music powerhouses like John Legend and Shakira, along with performances of ” Come Together” by The Beatles recorded by artist Noah Kahan.

“With hospitality offerings that include hotels, casinos, cafes, retail stores, and more, Hard Rock is uniquely positioned to launch this one-of-a-kind loyalty program that rewards customers’ passion for entertainment, travel, games and cuisine.” Keith Sheldon, president of brand and entertainment management at Hard Rock International and Seminole Gaming, said in a statement.

Unity has a lot of benefits and points-earning potential, rolled out across select properties in recent months. Members can earn and redeem Unity points for free hotel nights, dining experiences, merchandise and more across the Hard Rock network.

Jim Allen, Chairman of Hard Rock International and CEO of Seminole Gaming, told TPG ahead of the launch that the global loyalty program – which replaces previously limited offerings like Hard Rock Rewards, Seminole Wild Card and Wild Card Rewards – have been in place for about a decade.

“The challenge is that a lot of our competitors in this space own 100% of their businesses and that’s easy.” [for them] to create a mandate that we would have a centralized customer rewards program. But in our case, [it’s] a brand that is over 50 years old and [involves] “Some in hotels, some in restaurants, some in retail or online, some in sports betting, some in gaming, some in regional casinos and some in big organizations, huge integrated resorts. Honestly, it just took a while for the people and the technology platforms to come together.”

How Unity by Hard Rock works

Unity by Hard Rock has four membership levels: Star, Legend, Icon, and invite-only X status. Unity’s Star level is achieved by having between 0 and 3,999 Unity points, while Legend is for those with 4,000 to 14,999 points. The icon is for those with 15,000 Unity points or more.

Hotel benefits such as early check-in, late check-out, welcome amenities, and room upgrades are offered to those in Icon and X status. Interestingly, nightly room refresh is only offered as a membership benefit for those with X status. You can find a full list of benefits by level This.

Members advance in membership by earning Unity points. Members earn 3 Unity points per dollar spent at Hard Rock Cafes, non-casino hotels and Rock Shops. Members earn 1 Unity point for every non-gaming dollar spent at participating casinos, as well as additional Unity points for gaming in participating casinos.

Unified points have a set value of 1 USD, equivalent to 100 points. Unified points are redeemable as regular dollars for spending at participating restaurants, bars, hotels, lounges and Hard Rock stores.

You can join the program by registering at a physical Hard Rock location or online This.

Perks of Unity by Hard Rock

Unity by Hard Rock has several benefits, including travel and gift discounts as well as reciprocal loyalty status with Royal Caribbean International and Celebrity Cruises’ casino loyalty clubs.

Hard Rock Hotels offers members-only rates for Unity members and various booking sites, including one for Hard Rock Hotel New Yorksays membership prices are up to 10% lower than the best available rates.

Hard Rock is also offering Unity members early access to the “Summer Together” promotion, with up to 30% off stays at participating hotels for two nights or more. The promotion also includes daily breakfast for 2 people. Members have access to the presale from May 15 to 31, before the main sale takes place on May 31.

There are also members-only rates at Hard Rock Casino and Hard Rock Hotel & Casino.

While there doesn’t appear to be a set discount at the casinos, Tuesday night membership rates at Las Vegas illusion, which Hard Rock acquired early last year, is typically less than $20 less than the best available rate on a small number of room types. However, even better rates are available to veterans and active duty members of the U.S. military, senior citizens, Nevada residents and AAA members in all room types.

Unity members will receive a free dessert at Hard Rock Cafes each year on their birthday, while Icon and X members will have access to seating at the restaurant. X members can enjoy free access to live music events at participating Hard Rock Cafe locations.

Unity members can also earn Unity points for virtual purchases on online games like Hard Rock Blackjack & Casino and Hard Rock Jackpot Casino, as well as the Hard Rock Adventure app.

Hard Rock and Seminole Gaming have also launched partnerships with Royal Caribbean and Celebrity Cruises, where Unity members can enjoy reciprocal benefits with Royal Caribbean’s Club Royale and Celebrity Cruises’ Blue Chip Club — programs Casino loyalty program for both cruise lines — whenever they embark on a cruise.

‘Come Together’ experience promotion

Hard Rock is running two promotional sweepstakes amid the expansion Solidarity campaign “Together”. After joining Unity, members can enter to win the following rewards:

• A trip for two to New York City in July to attend one of Noah Kahan’s shows at Madison Square Garden. The trip includes a three-night stay at the Hard Rock Hotel New York, a spending allowance on culinary experiences at the hotel, and a $200 Rock Shop gift card. Entries for this competition close on May 31.
• An all-inclusive vacation at Hard Rock Hotel Maldives. The winner and one guest will receive airfare and transportation for their seven-day, six-night stay. This contest will end on August 31.

The Future of Hard Rock’s Unity

Fans of points and miles may not like the sound of flat pricing like Unity’s 100 points per $1 value rule, but the program’s range of one-of-a-kind experiences, thanks to its accessibility the brand’s top stars in music and sports, is an attractive offer. Hard Rock International hosts more than 40,000 live music events each year, Allen said.

Furthermore, one can’t help but wonder if the program will eventually partner with one of the hotel groups’ loyalty programs like Hilton Honors or World of Hyatt. Marriott is currently partnering with MGM Resorts.

Although Allen declined to name names, it certainly seems like a possibility.

“I don’t want to point or lead you in any particular company’s direction, but I can tell you that there are three or four of the world’s largest hotel companies that have shown interested in a possible relationship.” .

He then added: “We certainly don’t want to mislead anyone.” “We have no intention of making any announcements yet. But certainly, it’s more than just a few informal meetings.”

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