Accor unveiled a transformative new brand direction for Pullman Hotels & Resorts at TOURISE. TRAVTALK speaks with Benoît Racle, Global Brand President for Accor’s Premium Brands, to understand the thinking behind the rebranding, its global rollout, and why the Middle East — particularly Saudi Arabia and the United Arab Emirates — sits at the heart of Pullman’s future.
Dr Shehara Rizly Fernando
Could you tell us more about the unveiling?
We revealed a new chapter for Pullman Hotels & Resorts — one that makes the brand bolder, more connected, and more experiential. At the heart of this repositioning are the ideas of vibrancy and contrast. Pullman has always been a forward-looking brand, known for merging worlds — business and leisure, work and rest, movement and stillness. Historically, Pullman trains were about bringing people and ideas together. Today, we are building on that legacy by exposing our guests to different stimuli that provoke new experiences and, more importantly, new exchanges. This is the essence of the new Pullman: creating spaces and moments that inspire interaction, creativity, and connection.
How do you ensure this new identity resonates globally?
Pullman today has more than 150 hotels across 40 countries, with a pipeline of around 60 additional properties. To ensure the brand truly comes to life consistently across the world, we have launched three key initiatives. The first is design. We introduced a new signature concept called the Pullman Portal, inspired by our heritage — specifically the tunnels associated with historic Pullman trains. This portal has become a strong visual and experiential signature and is already live at one of our hotels in Dubai. The second initiative is food and beverage. We have introduced a new culinary concept that pairs unexpected flavours to create something new. This is done through a deck of cards — much like the playing cards once found on Pullman trains — adding an element of play and discovery. The third is Pullman Exchange, a new global series of events designed to spark dialogue, collaboration, and cultural exchange. This initiative is flexible enough to be adapted locally, while remaining true to the global Pullman DNA.
Why is the Middle East region so important?
About 59 per cent of Pullman’s portfolio is located in Saudi Arabia, the UAE, and the wider GCC. What makes the region unique is the emergence of a new generation of travellers. These guests are seeking more than just accommodation — they are looking for culture, authenticity, and meaningful experiences.
