Accor Redefines ?Bleisure? Travel With Repositioning Of Pullman Hotels & Resorts
?Work hard, play hard? hotels for the new ?bleisure? traveller.
Accor has unveiled new positioning for its upscale Pullman brand as the network undergoes accelerated expansion. With a new logo, an active commitment to design and art, and improved technology, Pullman?s new attitude is summarised by the term ?bleisure?, a contraction of the words business and leisure.
As part of its expansion in the upscale sector, Accor has reimagined its Pullman brand to target today?s more cosmopolitan, hyper-connected and mobile traveller, for whom the lines between work and private life have become increasingly blurred.
Yann Caill?re, CEO of Accor says, ?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 reestablished Pullman. Now, we have overhauled its identity and service offer and made it a unique brand in a highly competitive segment.?
Accelerating the expansion and transformation of the Pullman portfolio in 2012 – 2013
Having grown to 79 hotels across 23 countries in just five years, the Pullman network is on track to expand to at least 150 hotels by 2020, with a long-term goal of 500 hotels. Half of the brand?s network is currently located in Asia Pacific, including 15 hotels in China, the country with the largest Pullman presence. The brand is also present across Australia, New Zealand, Indonesia, India, Malaysia, South Korea, Thailand and Vietnam.
With nearly 20 new hotels added in 2012 alone, notably in large capitals including London, Bangkok, New Delhi and Sydney, the network will open at least one hotel per month in 2013, including the inauguration of prestigious addresses in Phuket, Dubai, Melbourne and Hanoi.
In Australia, there are 11 Pullman hotels across 8 locations including Brisbane, Cairns (2 hotels), Palm Cove, Port Douglas, Melbourne, Margaret River, Sydney (3 hotels) and Uluru. New Zealand has one Pullman property in Auckland.
In June, Pullman will opens its 80th hotel in Brussels, which will be the brand?s 24th country. Pullman will also implement an unprecedented project in Paris with the renovation of all five properties currently underway and due for completion in April 2014 with the signature renovation of the Pullman Paris Tour Eiffel.
Pullman: a response to the expectations of the ?new generation? of seasoned travellers
The new generation of travellers has increasingly blurred the lines between work and private life, so the need to ?stay connected? is stronger than ever. Connectivity by Pullman is designed to offer guests a high-speed digital experience from the boardroom to the pool deck, with free high-speed Wi-Fi, a unified entertainment device and the latest technology in partnership with Microsoft and Samsung.
Pullman reinvents its services and brand identity
The name Pullman itself evokes the concept of travel and comfort thanks to the original Pullman carriages which revolutionised luxury rail travel in the 1880s. The brand?s new positioning has been redefined in order to preserve but modernise these notions.
– Style, contemporary art and design are at the core of Pullman?s new identity
Pullman has worked with famous designers to create iconic objects that link its hotels around the world. Christophe Pillet has reinterpreted the guest welcome by creating a reception table with an easily identifiable design and an armchair inspired by train carriage seats, echoing Pullman?s railroad origins.
Mathieu Lehanneur has designed a globe for the lobby that symbolises the brand?s cosmopolitan nature. He has also created a range of items for meetings to reflect the ?Work hard, Play hard? ethos with a meeting table designed like a poker table, a private area for informal exchanges or breaks, and a cabinet of curiosities, reinventing hotel codes to stimulate creativity.
Pullman is also starting a collection of contemporary art, initially in Paris, London and Brussels, to symbolise the multiculturalism that is at the core of Pullman?s DNA. Contemporary art will be displayed in the hotels in permanent or temporary exhibitions, through partnerships with local or international artists, etc.
Fashion designer Martine Sitbon has created a collection of uniforms for the Pullman teams to reflect the brand?s professionalism with style.
In each of its establishments, the brand has also worked with international interior designers including Didier Rey, Jean-Philippe Nuel, Marcello Julia, Harald Klein, Didier Gomez, Isabelle Miaja, etc to create a bold designer space for today?s guest.
– A reinvented food & beverage offer
With CuisinMotion by Pullman, the brand designs a resolutely modern approach, offering round-the-clock food with signature services: ?Tapastry by Pullman? for friendly after-work gatherings; ?Vinoteca by Pullman? and ?Tea Deli by Pullman? which give guests a taste of flavors from around the world, and ?Open Kitchen? which turns cooking into a show. Pullman restaurants and bars are designed to foster interaction and discovery.
– ?Design your journey?
To illustrate its new positioning, Pullman has worked with DDB on a new advertising campaign that highlights its new mindset. Shoots were carried out by British photographer Nick Meek and a new advertising campaign: ?Design Your Journey? will be launched in 2013-2014.
In addition, Pullman has revamped its logo by adding a symbol inspired by the yin and the yang to express the dual ?Bleisure? aspect of the Pullman experience. The spirit of Pullman is also reflected in the newly launched ?The Pullman Magazine? which focuses on travel, design, and ideas to share the passion of discovery with its guests.