The Hard Rock brand is to take its place in the fast expanding hospitality space in Saudi Arabia, following a key agreement with the brand’s growth partner in the region.
Europe’s Palladium Hotel Group has signed a collaboration with Hard Rock International, to bring the Hard Rock Hotels and Reverb Hotels brands to the kingdom in the coming years. New hotels will feed into the Saudi Vision 2030 plan, which aims to grow tourism there to around 10% of the country’s GDP by the end of the decade.
A decade-long partnership
Palladium and Hard Rock are already a strong partnership, built up over the last decade. Palladium currently operates Hard Rock hotels in Ibiza, Marbella and Tenerife, gaining a strong understanding of the ethos of the brand.
“Our vision revolves around creating exceptional guest experiences while fostering sustainable growth and meaningful local partnerships,” said Jesus Sobrino, CEO of Palladium Hotel Group. “Aligning with Saudi Arabia’s Vision 2030, we see great potential in bringing our expertise in hospitality management to this dynamic market, adding value through innovation and authenticity.”
With its exclusive rights to deliver the Hard Rock hotel brand in the region, the Palladium team is now seeking development partners and investors. Those that share the vision of the vibrant Hard Rock ethos will help deliver the Hard Rock experience for visitors to Saudi Arabia in the coming years.
For Palladium, the Hard Rock brand fits into a balanced portfolio of more than 40 hotels, and 13,000 rooms, across seven countries in Europe, Latin America and the Caribbean. Alongside Hard Rock, there are nine more brands in the portfolio: TRS Hotels, Grand Palladium Hotels & Resorts, Palladium Hotels, Fiesta Hotels & Resorts, Ushuaïa Unexpected Hotels, The Unexpected Hotels & Residences, Only YOU Hotels, and BLESS Collection Hotels.
Hard Rock Marbella opened in July 2022, following a conversion of the Andalucía Plaza hotel in Puerto Banus. The property was acquired in 2021 by investors Stoneweg Hospitality and Bain Capital Credit, who transformed the 1960s property.
An international pipeline
There are several other Hard Rock projects in the pipeline across Europe. A 275 room Hard Rock was announced in 2023 for a site in the Algarve, Portugal. There, developer Mercan Properties is planning the hotel and 150 branded apartments, with the hotel opening in summer 2026.
In October 2024, Hard Rock signed a further hotel in St George’s Bay, Malta. There, local developer db Group is developing a 394 room hotel for the brand, as part of a larger scheme including two residential towers and a shopping mall.
Further afield, a 1,001 room hotel is under way in Malaysia, the third and largest hotel for Hard Rock in the country. Hard Rock Genting Highlands should be welcoming guests in 2027.
