Accor Revamps Pullman Brand in Premium Hotel Push
Photo Credit: A junior suite at the Pullman Lyon hotel. Accor
Skift Take
Writing about hotel brand relaunches is a bit like writing about ballet performances. It's hard to capture in words, but some approaches are definitely more technically sophisticated than others.
Accor has debuted an overhaul of its Pullman hotel chain, part of an effort by the Paris-based hotel group to move its portfolio mix upmarket.
The push comes as traditional hotel chains face pressure from lifestyle brands and independent properties. Pullman competes with Hilton, Hyatt Regency, Marriott, Sheraton, Radisson Blu, and Wyndham Grand in the premium tier between midscale and luxury.
"Many hoteliers want to be everything for everyone in a world which is so, so divided right now and where people have little to zero attention," said Benoît Racle, who joined Accor in 2024 as global brand president for premium brands including Pullman, Swissôtel, and Mövenpick.
Accor plans to grow Pullman's portfolio by 45% by 2030, adding roughly 70 properties to reach about 230 hotels globally.
Upcoming Pullman changes include a bar ritual that uses playing cards to create unusual food-and-beverage pairings, a new decor piece for lobbies and entran
