Hard Rock International has partnered with Royal Caribbean International and Celebrity Cruises, offering reciprocal benefits to members of their respective gaming rewards programs.
Unity by Hard Rock loyalty members will receive discounts on Royal Caribbean and Celebrity sailings and can qualify for invitation-only cruise giveaways. Top-tier loyalty members can receive an annual complimentary cruise on select ships and itineraries.
Members of Royal Caribbean's Club Royale and Celebrity's Blue Chip programs receive discounts and other perks at participating Hard Rock locations, with top-tier members eligible to receive an annual complimentary trip to select Hard Rock hotels and casinos.
The decision to partner with the cruise lines came in response to guest feedback, said Jeff Hook, executive vice president and chief marketing officer of Seminole Hard Rock Support Services.
"Our research showed that over 60% of our customers are likely to cruise in the next two years, and Royal Caribbean and Celebrity Cruises were the top two preferred cruise lines by our guests," said Hook. "And because such a big part of our business -- especially the casino world -- is down here in Florida, where a tremendous number of folks are taking cruises, it's especially beneficial."
Hook said the cruise lines and Hard Rock are targeting a similar -- and highly valuable -- customer demographic.
"Despite the fact that only about 6% of our total venues around the world are actual casinos, it's a substantial part of our income because people are spending pretty decent money in the casinos," said Hook. "And these cruise lines, they're actually generating a pretty decent amount of money from their casinos, as well. So, you have folks who obviously have discretionary income and discretionary time, and folks who, in some cases, are retired and who enjoy gaming."
The cruise partnership is a first for Hard Rock but not the first of its kind. Norwegian Cruise Line is the official cruise partner of the Caesars Rewards program.