Accor Unveils 'Bleisure' Plan for Pullman
Accor has announced repositioning plans for its Pullman Hotels & Resorts brand, with a focus on creating a new hotel experience for upscale international travelers.
The European hotel group plans to add 71 hotels under the Pullman brand by 2020, as it looks to expand its high-end footprint. Last year, Accor added almost 20 new Pullman locations, primarily in major cities such as London, Bangkok, New Delhi and Sydney.
At least one location has opened each month in 2013, including Pullman-branded hotels in Phuket, Dubai, Melbourne and Hanoi, the company says.
"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," Christophe Vanswieten, chief operating officer for Pullman Europe, said in the release.
With the motto "Work hard, Play hard," the hotel group is designing a new way to welcome guests to the Pullman hotels. Targeting a new generation of business travelers who are "hyper-connected and mobile," the brand will market around "Bleisure," a combination of business and leisure.
"To differentiate ourselves in this market...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," Gregoire Champetier, Accor global chief marketing officer said in the release.
Since Accor reestablished the upscale Pullman brand in 2007, it has grown to 79 hotels in 23 countries. Half the brand's network is currently located in Asia-Pacific, including 15 properties in China, where there has recently been a boom in hotel development
. Accor wants to grow the chain to 500 outlets.
Accor has traditionally focused on midscale and economy markets but has expanded under various brands that now include 300 upscale and luxury hotels. The hotel group expects to expand to 400 upscale hotels by 2015, under various brands, according to a company release.
"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," Mr. Vanswieten said.