Hard Rock heads to Saudi Arabia
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.
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.
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.