Hard Rock International has announced the launch of a global loyalty programme, Hard Rock Rewards, in the form of a brand-wide guest loyalty programme that aims to reward the company's loyal customers with exclusive privileges at participating Cafes, Rock Shops, Hotels and Casinos. This article is copyright 2013 The Best Customer Guide.

With two levels of participation available, Hard Rock fans have the choice of joining Hard Rock Rewards for free, or upgrading to the VIP level of membership for additional exclusive perks and benefits. New members also have the chance to win one of a kind experiences such as all-expense paid trips to Hard Rock Hotel Orlando, and VIP access to the Universal Studios theme park.

Customers anywhere in the world can join Hard Rock Rewards by registering at a participating location, or via the programme's web site, and choose between a free or paid level of membership.

Once enrolled, members gain access to a number of programme benefits including monthly offers from participating Hard Rock Cafes, Rock Shops, Hotels and Casinos around the world, dedicated check-in lines, late check-outs, and free welcome amenities at participating Hotels within the brand, as well as a dedicated website to manage their account details, track their rewards and view Hard Rock locations visited on a personalised map.

Members choosing to participate in the VIP tier of the programme enjoy additional benefits for an annual fee of US$24.95, including faster point accrual on qualifying purchases, a Collector's Club membership (providing access to Hard Rock's global pin catalogue containing more than 44,000 iconic items), unlimited priority seating at participating Cafes, free upgrades at participating Hotels, a VIP welcome gift pack with a limited edition pin and membership of the Casino Players Club.

VIP members also have the opportunity to receive Milestone Rewards, which were created to celebrate and recognise visits made to unique Hard Rock locations around the globe. All VIP members have the ability to earn commemorative Hard Rock collectibles in honour of each milestone reached, all of which can be tracked online through their personalised map.

Hard Rock operates a total of 181 venues in 58 countries, including 142 cafes, 18 hotels and 8 casinos. John Galloway, chief marketing officer for Hard Rock International, commented: "We provide more than 79 million guest experiences each year across a network of venues in 60 countries, so we're thrilled to implement a programme that allows us to support our loyal fans on their journey around the world."