Pullman Resorts and Resorts has been relaunched by Accor and the brand new positioning marks an thrilling shift for the model as trendy new lodges able to open internationally. James Wilkinson stories from Dubai.
Accor’s Pullman Resorts and Resorts has been given an electrical new picture, the primary main international 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 international Premium portfolio, elevated and centered on revolutionary occasions, wonderful meals and beverage and classy lobbies, rooms and suites.
Accor’s new-look for the model was revealed on the Pullman Dubai Downtown final week (Nov 13-14), in the course of the launch of a brand new international occasions collection referred to as ‘Pullman xChange’ which featured visionary artists, builders and thinkers, together with a neuroscientist and cyberpsychologist.
Accor’s World Model President, Premium, Benoît Racle, mentioned the relaunch was designed to encourage, energise and strengthen Pullman’s place as one of many world’s most dynamic resort manufacturers.
He mentioned since 1859, Pullman has reimagined what it means to journey, meet and join and the relaunch marks the subsequent 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 function,” he mentioned.
Racle mentioned 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 section.
“Every resort 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 actually brings our model philosophy to life,” he mentioned.
“It embodies our new spirit, [which is] dynamic, linked, and alive with risk. And that is solely the start of a motion that may proceed to unfold throughout our lodges worldwide.”
Upgrading the lobbies of Pullman lodges internationally, creating edgy meals and beverage retailers and internet hosting world-class occasions are three of the important thing pillars for the model going ahead.
Racle mentioned the model’s transformation redefines the resort as a dynamic social stage, designed to mirror the fluid rhythm of as we speak’s traveller.
He mentioned a hanging 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 regionally by supplies, kind, and color, in line with Accor.
Visitors 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 packages progress.
Accor Chief Industrial Officer – Premium, Midscale & Financial system for Center East, Africa and Asia Pacific, Kerry Healy, mentioned assembly and occasion areas have additionally been re-imagined with flexibility at their core – locations designed to remodel with ease from keynote venue to inventive studio, from workshop area 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 are redefining international journey by daring innovation, cultural confidence, and an elevated visitor expertise,” she mentioned.
“Our presence throughout MEA APAC is each long-standing and future-focused, with locations like Dubai enjoying 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 mentioned.
Healy mentioned in culinary and mixology experiences sit on the coronary heart of the Pullman expertise as bars take heart stage as social anchors, alive from the primary espresso to the ultimate cocktail.
On the again of that, subsequent yr Pullman will launch ‘Surprising Pairings’, an experiential bar ritual that may invite company to attract from a deck of enjoying playing cards to find imaginative flavour combos of meals and cocktails.
Healy mentioned the expertise playfully redefines the artwork of mixology and eating, encouraging playful curiosity and scary dialog and alternate by distinction, discovery, and style.
The launch of Pullman xChange can also 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 mirror 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 worldwide neighborhood 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 completely to HM, Healy mentioned the suggestions from homeowners concerning the model modifications had been very optimistic and upcoming lodges like Pullman Tokyo Ginza in Japan and Pullman Hamilton in New Zealand have been tailored to function the brand new ‘Portal’ entrance.
“We’ve got down directionally the place we needed to go [with the new design],” she mentioned. “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 convey them on that journey and promote them the brand new story.”
With greater than 150 lodges in over 40 international locations and greater than 70 initiatives within the pipeline, that’s a number of homeowners to have on aspect with the modifications, however Healy is assured of success.
“We’ve got one thing tremendous robust to go to the homeowners with and it’s not only a advertising and marketing spiel,” she advised HM.
Healy mentioned the brand new model advertising and marketing parts would additionally enable Accor to get extra focused with new clients.
“It’s going to permit us to be deeply private within the messaging within the within the viewers concentrating on, and I believe 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 rather more consciousness, rather more model love, and rather more consideration, which all filters down the funnel to efficiency,” Healy advised HM.
Along with the brand new model positioning, over the previous 18 months, Pullman has launched a brand new studying program for its groups, centered on empathy, cultural consciousness, and connection-building.
Healy mentioned 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 larger perception and honest care.
