Pullman Accommodations and Resorts has been relaunched by Accor and the brand new positioning marks an thrilling shift for the model as trendy new motels able to open the world over. James Wilkinson reviews from Dubai.
Accor’s Pullman Accommodations and Resorts has been given an electrical new picture, the primary main world refresh for the reason that model debuted globally at Sydney Olympic Park in 2008.
The brand new positioning will see Pullman, a part of Accor’s world Premium portfolio, elevated and targeted on modern occasions, wonderful meals and beverage and trendy lobbies, rooms and suites.
Accor’s new-look for the model was revealed on the Pullman Dubai Downtown final week (Nov 13-14), through the launch of a brand new world occasions collection referred to as ‘Pullman xChange’ which featured visionary artists, builders and thinkers, together with a neuroscientist and cyberpsychologist.
Accor’s International Model President, Premium, Benoît Racle, stated the relaunch was designed to encourage, energise and strengthen Pullman’s place as one of many world’s most dynamic lodge manufacturers.
He stated since 1859, Pullman has reimagined what it means to journey, meet and join and the relaunch marks the following chapter in that legacy, one constructed round alternate.
“Pullman’s transformation marks a daring step into the longer term — one which fuses our heritage of motion and modernity with a renewed sense of objective,” he stated.
Racle stated elevating Pullman within the model’s comp-set of Hilton, Marriott, InterContinental and extra was about firmly positioning the model because the chief within the upper-upscale phase.
“Every lodge is conceived as a spot of alternate, the place concepts and other people transfer freely, fostering creativity and connection. Launching this transformation alongside Pullman xChange felt instinctive, because the occasion really brings our model philosophy to life,” he stated.
“It embodies our new spirit, [which is] dynamic, related, and alive with risk. And that is solely the start of a motion that may proceed to unfold throughout our motels worldwide.”
Upgrading the lobbies of Pullman motels the world over, creating edgy meals and beverage shops and internet hosting world-class occasions are three of the important thing pillars for the model going ahead.
Racle stated the model’s transformation redefines the lodge as a dynamic social stage, designed to replicate the fluid rhythm of immediately’s traveller.
He stated a placing expression of the brand new model language is the Pullman Portal. Impressed by the railway tunnels of Pullman’s previous, these sculptural entryways mark the transition into a definite world of alternate.
Every Portal acts as a daring architectural signature – recognisable globally, but reinterpreted domestically via supplies, kind, and color, in line with Accor.
Friends can already expertise the Pullman Portal at Pullman Dubai Jumeirah Lake Towers, whereas upcoming openings together with Pullman Perth Airport and Pullman Hamilton will introduce the design signature to new markets. Additional installations will roll out throughout the community as renovation applications progress.
Accor Chief Industrial Officer – Premium, Midscale & Economic system for Center East, Africa and Asia Pacific, Kerry Healy, stated assembly and occasion areas have additionally been re-imagined with flexibility at their core – locations designed to rework with ease from keynote venue to artistic studio, from workshop enviornment to cultural runway – celebrating the assumption that alternate thrives in environments constructed for risk.
“Pullman’s transformation echoes the unbelievable momentum we’re witnessing throughout the Center East, Africa, and Asia Pacific — areas which can be redefining world journey via daring innovation, cultural confidence, and an elevated visitor expertise,” she stated.
“Our presence throughout MEA APAC is each long-standing and future-focused, with locations like Dubai taking part in a central position in shaping the model’s subsequent chapter.
“At its core, Pullman is about bringing cultures collectively and providing company areas that spark inspiration and a way of belonging,” she stated.
Healy stated in culinary and mixology experiences sit on the coronary heart of the Pullman expertise as bars take middle stage as social anchors, alive from the primary espresso to the ultimate cocktail.
On the again of that, subsequent 12 months Pullman will launch ‘Sudden Pairings’, an experiential bar ritual that may invite company to attract from a deck of taking part in playing cards to find imaginative flavour combos of meals and cocktails.
Healy stated the expertise playfully redefines the artwork of mixology and eating, encouraging playful curiosity and scary dialog and alternate via distinction, discovery, and style.
The launch of Pullman xChange can be a key pillar of the Pullman model launch and in 2026, Pullman xChange will come to life in Europe, Asia, and South America, every version co-created with a cultural collective to replicate native context.
The occasion types a part of a three-year collaboration between Pullman and the Home of Stunning Enterprise, bringing collectively a hospitality chief and a world group of creatives and thinkers.
This system in Dubai featured immersive workshops, creative performances, and discussions led by pioneering voices together with Abdulaziz AlJaziri, Deputy CEO and COO of the Dubai Future Basis; neuroscientist Hannah Critchlow; cyberpsychologist Elaine Kasket; and architect Adib Dada.
Talking solely to HM, Healy stated the suggestions from homeowners in regards to the model adjustments had been very optimistic and upcoming motels like Pullman Tokyo Ginza in Japan and Pullman Hamilton in New Zealand have been tailored to function the brand new ‘Portal’ entrance.
“We’ve down directionally the place we wished to go [with the new design],” she stated. “So, those which have opened the previous couple of years are nearer to it, however we’re going to have a dialog with a few of our homeowners to deliver them on that journey and promote them the brand new story.”
With greater than 150 motels in over 40 international locations and greater than 70 initiatives within the pipeline, that’s quite a lot of homeowners to have on facet with the adjustments, however Healy is assured of success.
“We’ve one thing tremendous sturdy to go to the homeowners with and it’s not only a advertising and marketing spiel,” she instructed HM.
Healy stated the brand new model advertising and marketing parts would additionally enable Accor to get extra focused with new prospects.
“It’s going to permit us to be deeply private within the messaging within the within the viewers focusing on, and I feel the kind of advertising and marketing campaigns that we’re now able to do.
“The homeowners are going to love that as properly as a result of it’s going to construct way more consciousness, way more model love, and way more consideration, which all filters down the funnel to efficiency,” Healy instructed HM.
Along with the brand new model positioning, over the previous 18 months, Pullman has launched a brand new studying program for its groups, targeted on empathy, cultural consciousness, and connection-building.
Healy stated so far, round 60% of Pullman’s 20,000-plus ‘Heartists’ have accomplished the coaching, with the rest set to observe in 2026, equipping groups to reply to company not solely effectively, however with higher perception and honest care.
