One-on-One With Hard Rock Hotels

Hard Rock Hotels offers guests a unique experience – giving visitors an upscale stay just like rock star royalty. With 35 hotels in 16 countries, guests have plenty of venues to choose from for future vacations and trips.

Dale Hipsh, Senior Vice President of Hard Rock Hotels shares how the company has implemented new procedures to ensure the safety of all guests and staff, which destinations are trending for them, plans for the future and tips for travel advisors.

TravelPulse (TP): How has Hard Rock International adapted to these new times in travel?

Dale Hipsh (DH): Hard Rock International was one of the first companies to implement a global health and safety plan for properties worldwide. SAFE + SOUND was developed by a team of hospitality and gaming experts in collaboration with international health and sanitation specialists, Ecolab and NSF International, considering directives of key agencies, such as the World Health Organization (WHO) and the U.S. Center for Disease Control and Prevention (CDC). SAFE + SOUND is built to evolve with the times and is constantly being utilized to keep our guests and team members safe.

SAFE + SOUND focuses on enhanced sanitary practices including workplace protocols while ensuring transparency through the Guest and Team Member journey. As part of the program, every Hard Rock Hotel around the world was required to pass the SAFE + SOUND 262-point inspection independently assessed by NSF International prior to reopening.

Additionally, Hard Rock has retained flexible booking throughout our hotels, knowing that plans can change as travel restrictions come and go. We want to ensure our guests have a seamless experience and we can welcome them with peace of mind.

TP: What type of feedback have guests been giving about new protocols in place?

DH: SAFE + SOUND continues to receive overwhelmingly positive feedback in response to the new protocols in place. As a result of the program and our dedication to our guests, consumer confidence in returning to our properties was boosted. In addition, we instilled the same confidence and pride in our team members, which was instrumental to our comeback. Relentless in our commitment to provide our guests the ultimate experiences while visiting our properties, Hard Rock Hotels maintain attention to their safety first and foremost.

This year we were once again honored to receive the #1 Guest Satisfaction among Upper Upscale Hotels from J.D. Power’s 2021 North America Survey. Our third year at the top of the charts. We were notably recognized for health and safety, outscoring other brands in this category. Additionally, we received the highest overall score of any brand amongst all categories.

TP: Which destinations are trending the most for you right now?

DH: Due to pent up demand and relaxed travel restrictions, we have seen renewed interest in leisure travel. In the United States, we have had record-breaking occupancies over the summer. Hard Rock Hotel Orlando has continued to be a market leader and has had unprecedented success. Our all-inclusive properties in Mexico and the Caribbean have also been popular destinations for leisure and weddings.

In Europe we are seeing an uptick in our travel. Many of our hotels re-opened this summer and are increasing in occupancy. Hard Rock Hotel Madrid, which opened in July, has quickly become a property of choice during this increase in travel. Within the first six weeks of opening, Hard Rock Hotel Madrid achieved the number one ranking on TripAdvisor amidst hundreds of competing hotels. Guest satisfaction has been off the charts thanks to excellent guest service and unique experiences found within the property. As vaccination rates increase globally, we continue to be optimistic about the future.

TP: What’s new and upcoming with Hard Rock International?

DH: Slated to launch in March 2022, Hard Rock Hotel New York in the heart of Manhattan near Times Square, just steps away from the city’s most exciting attractions. The hotel will feature an incredible collection of memorabilia from some of the greatest musicians who have been inspired by New York City. It will also pay homage to the history of recording studios and music stores that came before us on Music Row.

Designed by Jeffrey Beers International, this hotel sets the stage for a remarkable experience with 446 well-appointed guestrooms with 46 suites, including one stunning Rock Star Suite with an expansive terrace. There will also be an exceptional lineup of show-stopping entertainment venues, flexible meeting spaces, fantastic culinary options, a Body Rock® Fitness Center and a rooftop lounge, RT60, offering breathtaking views of the world’s most iconic skyline.

The newest addition to our rapidly growing European portfolio Hard Rock Hotel Madrid opened its doors in July 1, 2021. As our first Spanish metropolitan hotel, Hard Rock Hotel Madrid marries art, music, and local culture combined with Hard Rock’s signature entertainment-infused hospitality. Surrounded by Madrid’s major attractions, the hotel is set in a premier location of The Golden Triangle of Art across from the Museo Reina Sofia, the Museo del Prado, and the Museo Nacional Thyssen-Bornemisza.

The hotel has been a success with both travelers and locals alike as it is home to unique bar and restaurant concepts. The property features the brand’s signature restaurant Sessions, GMT +1 Lobby Bar, and RT60, a spectacular rooftop bar with unbeatable views of Madrid, with the backbeat of live music and DJ sets. The hotel also features a thoughtfully curated memorabilia collection that showcases classic Madrid style and culture, along with international music legends.

TP: What is your advice for travel advisors selling hotels these days?

DH: In our current travel climate, it is all about ensuring travelers feel safe and comfortable while also personalizing their stays to create the ultimate getaway. It is imperative for hotels and travel advisors to work together to provide guests with the most accurate destination protocols, and we are here to be transparent and informative so that travel planning is as seamless as possible.

Our hotel team members are available to partner with our trusted travel advisor community to customize each traveler’s stay based on their preferences. Travelers are eager to not just travel, but dive deep into new experiences and cultural activities that incorporate art, music, adventure and more. Our team can assist travel advisors with choosing the right destination, activities, experiences, upgrades and more to ensure their clients’ expectations are not just met but exceeded.