Hard Rock Hotels has Europe in its sights as it embarks on a $2bn (£1bn) expansion plan.
The luxury brand, which operates a chain of nine hotels and casinos in North America and South-east Asia says it has identified Europe as a “core focus” for expansion. The Hard Rock Cafés already exist around Europe.
Six more hotels are set to open in its existing markets as well as in Panama and Dubai over the next two years.
Hard Rock chief hotels officer Trevor Horwell says the company plans to develop the brand in Europe and will now focus on London, Paris, Barcelona and Prague.
He says the brand has “a vibe that you cannot get anywhere else in the industry”.
“The focus is five-star luxury but the brand adds personality to its properties by making a statement through the wider music and entertainment experience,” Horwell adds.
Horwell told a hotel forum in Germany that the company was looking to move into the “next phase” of its development. He announced: “We’ve got $2bn to invest in new properties in markets in which the Hard Rock brand will resonate.
“I see particularly strong opportunities in Europe, especially in some of the fast-developing Eastern European economies.”
Horwell says the brand may use partnerships with investors to expand the chain.