Pullman repositions to target "bleisure" traveller

Pullman repositions to target "bleisure" traveller
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Accor has repositioned its luxury Pullman brand to target a 'more cosmopolitan" traveller, as the rapid expansion of the network continues.

A new logo, a commitment to design and art and improved technology are among the changes that are being implemented to attract those travelling for "bleisure" – a mix of business and leisure.

The new logo includes a symbol inspired by the yin yang to represent the new focus.

The last five years has seen the Pullman portfolio grow to 79 hotels across 23 countries, with half of those located in Asia Pacific. Australia is home to 11 while New Zealand currently has one. The brand is "on track" to reach at least 150 hotels by 2020.

Accor's new chief executive, Yann Caillère, unveiled the changes, underlining the importance of Accor's luxury brands.

"Upscale and luxury segments are a key element of Accor's strategy," he said. "Sofitel's successful repositioning has given us strong credibility with our customers and investors in these markets."

The repositioning will be illustrated by a new advertising campaign entitled Design Your Journey created with DDB and through a new magazine for guests – "The Pullman Magazine".

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