Rockin' in the free world

Hard Rock Hotels and Casino's licence its brand to three Palace Resort properties in Mexico

The deal will see the first of the new all-exclusive hotels open in winter 2012, with the relaunch of a Hard Rock-rebranded hotel in Cancun, followed by properties in Puerto Vallarta and Riviera Maya.

Hard Rock has previously licensed its brand to Palace's resort in Punta Cana, Dominican Republic in 2009, which saw a 50% lift in occupancy.

“We looked at the Hard Rock brand as an opportunity to really differentiate ourselves in the destinations that we’re at,” says Frank Maduro, Palace’s VP of marketing. “It allows us to justify the (average daily rate) we do charge."

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