Hard Rock International has recently announced a partnership with Royal Caribbean International and Celebrity Cruises, which includes reciprocal benefits for members of their respective gaming rewards programs. Unity by Hard Rock loyalty members will now be able to receive discounts on Royal Caribbean and Celebrity sailings, as well as qualify for invitation-only cruise giveaways. In addition, top-tier loyalty members may even receive an annual complimentary cruise on select ships and itineraries.
On the other hand, members of Royal Caribbean’s Club Royale and Celebrity’s Blue Chip programs will also benefit from this partnership. They will receive discounts and other perks at participating Hard Rock locations. Moreover, top-tier members of these programs will have the opportunity to receive an annual complimentary trip to select Hard Rock hotels and casinos as part of the collaboration between the two companies.
Response to Customer Feedback
According to Jeff Hook, the executive vice president and chief marketing officer of Seminole Hard Rock Support Services, the decision to partner with the cruise lines was based on guest feedback. Research conducted by the company showed that over 60% of their customers expressed an interest in taking a cruise within the next two years. Furthermore, Royal Caribbean and Celebrity Cruises were identified as the top two preferred cruise lines by Hard Rock’s guests. This partnership aims to cater to the needs and desires of their customer base effectively.
Hook highlighted that the cruise lines and Hard Rock are targeting a similar customer demographic, one that is highly valuable to both businesses. Despite only 6% of Hard Rock’s venues being actual casinos, they still generate a significant portion of income due to the high spending of customers in the gaming areas. Similarly, the cruise lines also profit substantially from their onboard casinos. The collaboration between the two companies aims to capitalize on the discretionary income and time of their shared customer base, including retirees who enjoy gaming activities.
First of Its Kind for Hard Rock
While this partnership marks a first for Hard Rock International, it is not the first of its kind in the industry. Norwegian Cruise Line, for instance, is already the official cruise partner of the Caesars Rewards program. This move by Hard Rock reflects a growing trend among hospitality and entertainment companies to form strategic alliances in order to enhance the overall customer experience and expand their reach in the market.
The partnership between Hard Rock International, Royal Caribbean, and Celebrity Cruises represents a significant opportunity for members of their respective loyalty programs to enjoy added benefits and perks across both land-based and sea-based entertainment options. This collaboration is a strategic move to meet the evolving needs of customers and capitalize on the shared interests of their valued demographic.