Accor, a global hospitality chain, has overhauled its upscale Pullman brand and aims to have 150 hotels by 2015-2020 and 500 in the long term, said its chief executive officer.

“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 fulfil our ambitions in the upscale and luxury segment,” added Yann Caillère.

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. 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.

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

Pullman’s new positioning matches 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.

Christophe Vanswieten, chief operating officer Pullman Europe, said: “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 80th 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, he added.

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.

Gregoire Champetier, global chief marketing officer of Accor added: “Comfort and high-quality, efficient services are intrinsic aspects of upscale hospitality. To differentiate ourselves in this market, it is imperative that we offer our guests emotion.

“Every trip must be an enriching experience that enhances performance and creativity at work without losing sight of the enjoyable and social dimension of travel. We have rethought Pullman’s positioning to respond to this fundamental trend.” – TradeArabia News Service