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Accor unveils global repositioning strategy for Pullman Hotels & Resorts

Accor unveils global repositioning strategy for Pullman Hotels & Resorts

Accor has unveiled a new positioning for its Pullman brand, designed to match new business traveller behaviour.

Accelerated expansion of its network; active commitment to design and contemporary art; enhanced visual identity are all part of a global move aimed at offering guests a resolutely new hotel experience.

Accor has traditionally been present in the mid-scale and economy segments, and has accelerated its expansion in upscale hotels by redefining its brand portfolio.

The group now has 300 upscale and luxury hotels (Sofitel, Pullman, MGallery and Grand Mercure) and intends to increase this figure to 400 by 2015.

Yann Caillère, chief executive, Accor commented: “Upscale and luxury segments are a key element of Accor’s strategy.

“Sofitel’s successful repositioning has given us strong credibility with our customers and investors in these markets.

“In 2007, we re-established Pullman.

“Now, we have overhauled its identity and service offer and made it a unique brand in a highly competitive segment that will serve as a key lever to help us fulfill our ambitions in the upscale and luxury segment.”

Pullman has hotels and resorts in 23 countries, in the world’s key business and tourism destinations.

The network has grown very rapidly to 79 hotels in five years.

The objective is to have 150 hotels by 2015-2020 and 500 in the long term.

Half the brand’s network is currently located in Asia-Pacific, including 15 properties in China, which is the country where Pullman has the most hotels.

In 2012, Pullman’s network experienced unprecedented growth.

Nearly twenty new properties were added to the network, notably in large capitals among which London, Bangkok, New Delhi and Sydney.

This dynamic growth continues in 2013 with at least one opening a month, including the recent inauguration of addresses in Phuket, Dubai, Melbourne and Hanoi.

Christophe Vanswieten, chief operating officer, Pullman Europe, explained: “Our expansion focuses on reinforcing our positions in Europe, opening hotels in strong-growth regions, notably Russia and Latin America, and continuing our growth in Asia-Pacific.

“In Europe, we will open in June our first hotel in Brussels, which will be the 80st property and Pullman’s 24th country.

“We are also implementing an unprecedented project in Paris with the renovation of our five properties over a 30-month period, ending in April 2014 with the emblematic renovation of the Pullman Paris Tour Eiffel.”

The behaviour of upscale international travellers has changed significantly.

These customers are now even more cosmopolitan, hyper-connected and mobile.

The lines between work and private life are becoming increasingly blurred and the desire to stay connected with their “clans” is an increasingly key characteristic of new generation business travellers.