Pullman Hotels & Resorts, part of Accor’s premium portfolio, has unveiled a major global repositioning that casts the brand as a dynamic platform for connection, creativity, and cultural exchange.
The shift rests on a refreshed philosophy that defines Pullman hotels as more than places to stay—they are now settings for meaningful dialogue and shared ideas.
Redefining pullman as a place of exchange
At the heart of Pullman’s repositioning is the launch of Pullman xChange, a new global event series conceived in partnership with the House of Beautiful Business.
The inaugural edition took place in Dubai in November 2025, bringing together innovators, artists, and thought‑leaders for workshops, performances, and conversations under the theme Build What Outlasts You.
This series underlines Pullman’s strategic pivot: to become a brand built around exchange, not just accommodation.
According to Benoît Racle, Accor’s Global Brand President for its Premium division, each Pullman hotel should act as a “place of exchange” where movement, culture and ideas converge.
Design language and service aligned with the new strategy
A key visible element of the repositioning is the introduction of the Pullman Portal, a sculptural architectural feature inspired by the brand’s railway roots.
The first Portal has been installed at Pullman Dubai Jumeirah Lake Towers, with further roll-outs planned as part of renovation and new-build projects.
Pullman is also rethinking its meeting and event spaces. Flexible environments are now being designed to shift seamlessly between keynote venues, creative studios or cultural runways — reinforcing the brand’s belief that exchange thrives in adaptable settings.
In parallel, Pullman’s bars and dining areas are being repositioned as all-day social hubs. A highlight of the repositioned culinary strategy is Unexpected Pairings, a ritual set to launch in 2026.
Guests will draw cards from a deck to discover surprising combinations of food and cocktail flavours — an experience intended to spark curiosity, conversation and connection.
Service culture is also being revamped. Pullman has rolled out a global learning programme for its staff (referred to as “Heartists”), focused on emotional intelligence, empathy and cultural awareness.
To date, about 60 per cent of the more than 20,000-strong Pullman team have completed the training, with full adoption expected by 2026.
Growth ambitions and future‑facing strategy
The repositioning comes alongside an accelerated growth strategy. Pullman currently operates over 150 hotels across more than 40 countries, with more than 70 additional projects in the development pipeline.
The brand expects to scale beyond 200 properties in the next five years.
New properties already announced include Pullman Royal Key Wellness Resort in Guadeloupe, Pullman Kolašin Breza in Montenegro, and Pullman Tokyo Ginza in Japan.
Meanwhile, a striking new hotel concept introduced in 2024 — the Transforming Room at Pullman Singapore Orchard — reflects Pullman’s innovation-driven future. The room is designed to shift between work, relaxation and social modes via high‑tech controls. Accor
Pullman is also strengthening its intellectual and cultural engagement through two new platforms: Pullman Drafts, a series of written reflections created with the House of Beautiful Business, and Pullman Voices, a podcast in partnership with Monocle.
These initiatives are explicitly aligned with the brand’s repositioning as a forum for progressive ideas and creative collision.
Pullman’s repositioning reflects a broader shift in the premium hospitality sector: away from static luxury, and towards more immersive, meaningful experiences.
By combining a refreshed design identity, a human‑centred service approach and a clear cultural narrative, Pullman aims to appeal to a new generation of business and leisure travellers seeking connection, inspiration and exchange.
