Bangkok--31 Oct--
Accor’s new 5-star brand, Pullman, is setting the pace for upscale hotel development in the Asia Pacific region. By 2015, the network is expected to expand to a total of up to 100 hotels, with a significant presence across the region, including China, India, Korea, Thailand, Vietnam, Malaysia, Indonesia, Australia and New Zealand.
The Pullman brand was launched less than a year ago with the opening of the Pullman Bangkok King Power in Thailand (pictured). The Pullman set the tone for the brand, being one of the most innovative upmarket hotels to launch in Bangkok this decade. The hotel has won immediate praise for its contemporary style, wide range of facilities for both corporate and leisure travellers, personal service and realistic pricing.
Since then, the network in Asia Pacific has grown to six hotels, including the first Pullman hotels in Australia (Pullman at Sydney Olympic Park), and South Korea (Pullman Ambassador Changwon City7).
China is set to be a major focus for the expansion of the brand. The first two hotels to launch were Pullman Dongguan Forum, servicing the rapidly growing industrial region in Guandong Province, and Pullman Sanya Yalong Bay Resort in a prime location on Hainan Island, a popular destination for conferences, incentive groups and leisure travellers.
These hotels were followed earlier this month by one of the most significant openings for the brand in Asia —: Pullman Beijing South. Located in the centre of the Beijing Development Area (BDA), the Pullman is the first international 5 star hotel in the BDA and occupies a prestigious position surrounded by Fortune 500 companies. Later this year, Pullman Beijing West Wanda will open in the centre of Shijingshan District, the capital’s new Culture and Recreation District (CRD).
In early 2009, Pullman Guangzhou Baiyun Airport will be launched and later followed by new Pullmans in Hohhot, Lijiang, Sanya Bay, Tianjin and Chengdu.
Elsewhere, Pullmans are scheduled to open in a number of major cities and resort destinations over the next six months including Legian (Bali) in Indonesia, Pullman Putrajaya Lakeside Malaysia, Pullman Khon Kaen Raja Orchid Thailand and Cairns in Australia. Future openings are planned over the next three years in centres such as Auckland New Zealand, New Delhi (Gurgaon), and Lao Cai, Sapa and Vung Tau in Vietnam.
Pullman hotels target the business and conference sectors in particular. They are typically located in the heart of large international and regional cities, close to major airports, and in tourist areas popular with conference and incentive groups.
The launch of the Pullman hotel brand is part of Accor's drive to reposition its brands, with Sofitel being elevated into the luxury segment. This strategy created the opportunity to launch Pullman as a brand of contemporary hotels clearly positioned in the upscale segment.
Pullman hotels provide specific services and facilities to create an atmosphere that balances conviviality, calm and connectivity. These include a 24 hour IT solutions manager on site, ‘Pullman Welcomers’ who are not only responsible for welcoming, but also for immediate actioning of guest requests. Hotels offer full wireless and broadband communications, chill out zones, executive floors and lounges, health club facilities and the latest in hi-tech facilities for meetings and function organisers.
Commenting on the Pullman expansion strategy, Accor Asia Pacific Chairman and Chief Operating Officer, Michael Issenberg, said that the brand’s reputation for quality and ‘affordable luxury’ made it an ideal brand for the times.
“We see Pullman as being ideally placed to meet the needs of corporate, meetings and leisure travellers in today’s market environment,” said Mr Issenberg.
“Travellers within the Asia Pacific’s are increasingly looking for hotel product that meets both their needs and their budget — and Pullman is the ideal hotel brand to satisfy those requirements. Pricing of the brand is at the affordable end of 5-star, and we’ve had great response from corporates and MICE organisers, who appreciate a brand designed specifically for their market.
“The opening of the Pullman Beijing South earlier this month was particularly important for the brand because it will be a pacesetter in a prestigious new business area. It will be followed shortly by the Pullman Beijing West, and both hotels will reflect the essence of the Pullman brand — highly contemporary in both style and facilities, located in rapidly developing business districts, and with extensive conference facilities. We anticipate that they will attract strong support from both local and international companies.
“The launch reflects Accor’s plan to consolidate the group’s brand portfolio and to improve its range by strengthening its position in the business travel segment.
“Parallel to the development of the brand in Asia Pacific is continued strong expansion of the brand in Europe, one of the major feeder markets for the Asia Pacific region.”
Pullman recently added its first hotel in Spain to the European network, building on a strong presence in France, Germany and Belgium.
Patcharapan Poolpechr
TEL: 662 659 4619
E-mail: [email protected]