Attraction World Group (AWG) has announced a global partnership with Hard Rock International to sell its experiences via its trade and direct channels.
The deal makes AWG the strategic provider of Hard Rock Café experiences, including access to selected company properties.
It means the group’s travel agent and online partners will be able to purchase tickets and have access to Hard Rock Café Menus Group exclusive experiences, which will also be available through AWG’s direct-to-consumer channels.
AWG operates in more than 150 destinations worldwide and works with more than 15,000 agents and online partners while Hard Rock International has venues in more than 70 countries, spanning 265 locations including shops, performance venues and cafes.
AWG group chief executive Olly Nicholls said the move would allow it to expand its product range with ‘one of a kind’ experiences.
He said: “We are thrilled to partner with Hard Rock Cafe, one of the world’s most iconic brands. This partnership is an exciting step for us, and we look forward to offering our customers access to exclusive Hard Rock Cafe Group experiences and attractions.
“Working with Hard Rock International globally shows how we continue to evolve the AWG product portfolio and create a truly global product range. We expect the Hard Rock product range to be a huge success with both our retail travel agent partners and our global B2B partnerships.”
The Hard Rock Café brand is known for its ‘high-energy’ atmosphere, signature cocktails and memorabilia, including items from some of the world’s most iconic musicians.
Head of supply Martyn Sansom added: “This gives our customers another option for an experience in many major cities. Hard Rock Cafe is a brand known globally and one that is exciting to be working with.”
Hard Rock Café director of sales and marketing Cintia Aurellio said: “Attraction World Group and Hard Rock Cafe Group’s partnership agreement comes as the travel industry recovers from the pandemic’s effects.
“Both companies are committed to providing customers with safe, high-quality experiences with the objective of exceeding customers’ expectations. “