Times are a-changin’ for Hard Rock Hotels. Famous for its rock ’n’ roll vibes and iconic memorabilia from renowned music legends like The Beatles, Michael Jackson, Bob Dylan, the late David Bowie and more, the company plans to add at least 13 properties to its portfolio in 2016 and beyond.
New locations include Brazil, China, Germany, India, Mexico, Spain, the United Arab Emirates and the United States, yet even these barely scratch the surface of Hard Rock’s overall plans. “We want to have 100 hotels in development by 2020,” says Andrea Melotti, vice president of operations of hotels and casinos for Hard Rock International.
The common perception that the music-centric brand targets mostly transient business couldn’t be further from the truth, says Greg Naylor, Hard Rock International’s director of worldwide sales of hotels and casinos. Take the 421-room Hard Rock Hotel San Diego, for example, where meetings make up 50 percent of its business, or recently renovated properties in Mexico with spaces comparable to those of convention centers.