Accor Middle East, a leading hotel operator in the region, has reached a deal with Majid Al Futtaim Properties, a leader in development of malls and hotels in the region, to rebrand its Deira City Centre hotel to Pullman Deira City Centre.

The Accor move to rebrand the Dubai hotel under its Pullman brand comes following the extensive renovation of its 317 hotel rooms over the past 18 months.

Once fully renovated, Pullman Deira City Centre hotel will reflect the upper-upscale standards and innovative services of the Pullman brand, offering guests high-end rooms and facilities. The hotel will feature 11 state-of-the-art meeting rooms, innovative break activities and event management and IT solutions teams, creating a perfect destination for business.
 
Christophe Landais, the managing director Accor Middle East, said: “Pullman has established itself as the benchmark for upper-upscale hotel products and services, catering to both sophisticated business travellers and discerning leisure markets.

"After renovations, Pullman Deira City Centre will rank among the top UAE hotels in its category. The official re-launch of the hotel as Pullman Deira City Centre will take place in February 2013," he stated.

The two parties have reached a consensual decision to end that management contract, and Majid Al Futtaim Properties will rebrand the hotel in January 2013 under an American brand to be confirmed.

Peter Walichnowski, the CEO of Majid Al Futtaim Properties, said: “The rebranding of the two hotels comes as part of our proactive approach to asset management. We have decided to retain the successful Pullman brand for our Deira City Centre Hotel, and introduce an American operator to The Pullman Hotel, Mall of The Emirates to diversify our hotel portfolio, which is managed exclusively by European operators at the current stage.”

Majid Al Futtaim Properties owns nine hotels in Dubai, eight of which are operated by Accor under the brands Pullman, Novotel, Suite Novotel and ibis, and one which is operated by Kempinski.

“Our longstanding relationship with Accor remains strong. They have been reliable partners over the past 14 years and they will continue to manage seven of our hotels. We are also in advanced discussions with them about the management of two new hotels outside the UAE,” remarked Walichnowski.

Accor Middle East had first introduced the Pullman brand to the region in October 2010 through The Pullman Hotel, Mall of The Emirates, owned by Majid Al Futtaim Properties.
 
Landais said, “The rebranding of The Pullman Hotel, Mall of the Emirates and Deira City Centre Hotel are good illustrations of our successful partnership with Majid Al Futtaim Properties, demonstrating Accor’s ability to dynamically adapt to its investors’ strategic needs for mutual benefits.”-TradeArabia News Service