Hard Rock International has launched a new loyalty programme covering its portfolio of hotels, casinos, cafes and shops.

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

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

How it works

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

Points can then be redeemed against free nights, upgrades, dining, merchandise and gaming free play rewards, with a conversion rate of 100 Unity Points to $1.

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

Elite tier benefits include early check-in / late checkout, room upgrades, welcome amenities and a nightly room refresh for Icon and X members.

All members benefit from member-only rates, and a free dessert for their birthday, as well as a 10 per cent discount on Hard Rock merchandise purchased online at shop.hardrock.com.

Members also get access to the group’s “Summer Together” presale, including up to 30 per cent off participating hotel stays of two nights or more and complimentary breakfast for two, for bookings made between 15 May and 31 May, 2024.

A ‘Come Together’ campaign to promote the launch of the new programme features celebrities including Lionel Messi, Noah Kahan, John Legend and Shakira, and will give members the chance to win once-in-a-lifetime 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 hospitality offerings that encompass hotels, casinos, cafes, retail outlets and more, Hard Rock is uniquely positioned to launch this one-of-a-kind loyalty programme that rewards our guests’ passions for entertainment, travel, gaming and food.

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

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

Hard Rock Hotels to open REVERB property in Hamburg