Hard Rock

Hard Rock traces its story to the first Hard Rock Cafe, opened in London’s Mayfair in 1971, and says the Seminole Tribe of Florida purchased Hard Rock in 2007. Its hotel arm centers on Hard Rock Hotels, with official hotel destination navigation spanning North America; Central & South America and the Caribbean; Europe, the Middle East & Africa; and Asia Pacific. At the parent-company level, Hard Rock says it has more than 300 venues in nearly 80 countries, including owned, licensed or managed hotels, casinos, Rock Shops, live performance locations and cafes. The hotel positioning is best read as music-led lifestyle, resort and casino hospitality rather than midscale limited service: the official hotel site highlights city hotels, resorts and all-inclusive resorts, alongside VIP-treatment language, music experiences, wellness, dining, nightlife and meetings. The loyalty program is Unity by Hard Rock, which lets members earn and redeem at participating hotels, cafes, casinos, Rock Shops and more.