Recently,we were part of the 2014 global campaign for the repositioning strategy for Pullman Hotels & Resorts as the Accor Group spread its “Design your journey” advertisements into Indonesia's capital airport. The visuals were artistic, modern, flowing and very inviting at the same time - almost felt like jumping into the aqua depths of the pool visual or lounging iconic white Arne Jacobsen Swan Chair in a haze purplish pink. Woo. Chilled out.
Accor's press release own words: Accor unveils global repositioning strategy for Pullman Hotels & Resorts
The upscale segment represents 32% of the global hotel market. It is definitely a golden opportunity for Accor, which has strengthened its presence in this segment over the last few years thanks to the dynamism of its Sofitel, Pullman and MGallery brands. Today, the group is unveiling Pullman’s strong ambitions at a press conference event hosted by the Pullman London Saint Pancras.
Key points: Accelerated expansion 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. The objective is to have 150 establishments by 2015-2020 and 500 in the long term. Christophe Vanswieten, Chief Operating Officer Pullman Europe, explains, “Our expansion focuses on reinforcing our positions in Europe, opening establishments in strong-growth regions, notably Russia and Latin America, and continuing our growth in Asia-Pacific. In Europe, as well as the opening in June of our first hotel in Brussels, which will also be the network’s 80th establishment and Pullman’s 24th country, we are implementing an unprecedented project in Paris with the renovation of our five establishments there over an 18-month period, due to end in April 2014 when the emblematic renovation of the Pullman Paris Tour Eiffel will be completed.”
A robust response to the expectations of “new generation” travelers Hyper-connected, nomadic and ever more cosmopolitan are the three words that summarize the new upscale, seasoned traveler. For these customers, the lines between work and private life are becoming increasingly blurred, but they want to stay connected with their “clans” at all times. Echoing the powerful concepts of travel and comfort that its name evokes, Pullman has therefore redefined its positioning to meet these new expectations. All the details of its offer, the guest experience and the approach to hotel life have been rethought to make Pullman hotels lively places where guests interact in a contemporary setting. For Grégoire Champetier, Chief Marketing Officer of Accor, “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.” Reinvented services and a revamped brand identity Pullman has created an artistic, culinary and visual customer journey designed to provide guests with a unique hotel experience. The brand summarizes this attitude with the term “Bleisure”, a contraction of the words “Business” and “Leisure”. - Style, contemporary art and design are at the core of Pullman’s new identity Pullman wants to make art accessible to everyone by displaying contemporary works in various parts of its hotels through permanent or temporary exhibitions or partnerships with local and international artists. As far as style and design are concerned, several artists have contributed flagship items to Pullman. For example, Christophe Pillet has reinterpreted the welcome spirit by creating a reception table with a striking, easily identifiable design. Mathieu Lehanneur has designed a globe for the lobby that symbolizes the brand’s cosmopolitan nature. He has also created a new way of living the hotel meeting experience through a “board room” that features a meeting room table designed like a poker table. Lastly, the Pullman teams will wear a collection of outfits created by fashion designer Martine Sitbon. This collection reflects the brand’s desire to combine professionalism with elegance. The brand has also worked with renowned interior designers in each of its establishments, including Didier Rey, Jean-Philippe Nuel, Marcello Julia, Harald Klein, Didier Gomez, Isabelle Miaja, etc. - A reinvented restaurant offer With CuisinMotion by Pullman, the brand offers a resolutely modern approach and breaks with traditional hotel food and beverage codes creating an original culinary offer in each establishment. At any time of the day, in the hotel’s various eating areas, Pullman offers round-the-clock food and unique concepts through its own 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. The Pullman hotel restaurants and bars are places designed to foster interaction and discovery. - Easier access to and use of technologies Connectivity by Pullman is designed to offer guests a high-speed, mobile, intuitive and safe digital experience that is both enjoyable and efficient. The concept is available throughout the hotel, from the lobby to the swimming pool and features high-speed, free Wi-Fi, a unified entertainment device (the TV, smartphone and tablet are synchronized into one single application), latest generation equipment in partnership with Microsoft and Samsung available in dedicated spaces, connected rooms, etc. Pullman makes it easy for guests to access and use all technologies. - “Design your journey” To illustrate its new positioning, Pullman has worked with DDB (DDB Paris and Marie-Louise agencies) on a new advertising campaign that highlights the mindset and design of its hotels and resorts. To create a refined atmosphere and give the campaign a unique identity, the shoots were carried out by British photographer Nick Meek and a new advertising signature was created: “Design Your Journey”.
This advertising campaign (billboards, printed press and Web) will be launched in 2013 and 2014 in Brazil, China, Germany, the United Kingdom, the Netherlands and France. Pullman has also completely revamped its graphic and editorial identity. The focus has been on transforming 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 its magazine “The Pullman Magazine” which has an editorial line that focuses on travel, design, and ideas, etc. Through this publication Pullman aims to share its passions and discoveries with travelers.
With this new strategy, Pullman should rapidly establish itself as THE benchmark in upscale international hospitality. Yann Caillère, CEO of Accor confirms this ambition: “The upscale and luxury segments are at the heart 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 that will serve as a key lever to help us fulfill our ambitions in the upscale and luxury segments.”