Pullman network has become Australia's largest upscale international hotel brand, just four years after it debuted in the country.
The inauguration on December 12 of the Pullman Quay Grand Sydney Harbour brought Pullman’s network to ten in Australia, making it officially the country’s largest upscale international hotel brand, just four years after it debuted in Australia. The success of Pullman’s expansion in Australia is based on its unique approach to upscale hospitality: offering seasoned business and leisure travelers an experience that blends efficiency with pleasure and a lifestyle where business and relaxation are not inconsistent.
Pullman continues to expand its network across world’s prime tourist destinations and is on track to meet its objective of 150 hotels by 2015-2020.
Pullman: rapid worldwide expansion in 2012 particularly in Asia-Pacific
“Pullman, which was relaunched by Accor just five years ago, is currently at a turning point in its history and its expansion in Australia reflects this. The brand, which is destined to become the reference in upscale hospitality for seasoned travelers, is experiencing unprecedented expansion. We opened over twenty new addresses in 2012 mostly in large capitals such as London, Bangkok, New Delhi and Sydney. In Australia and in many other regions, we offer our customers a new way of experiencing upscale hospitality: a cosmopolitan, vibrant and in style experience. Pullman is already the leader in its segment in France and Australia in terms of the number of establishments,” explains Xavier Louyot – Senior Vice President, Global Marketing for Pullman.
Australia’s outbound and inbound leisure and business tourism flows are mostly to and from Asia-Pacific and Europe. Of Pullman’s 75 hotels and resorts worldwide, many are located in these countries (Asia-Pacific alone accounts for 50% of the brand’s portfolio, with 14 hotels in China, the country where the brand has the largest number of hotels). The brand is forging its success in Australia through these international travelers, but it also meets the needs of local customers with an offer that is well-suited to both business and leisure guests.
Until the end of 2011, Pullman only had one hotel in Australia, the Pullman Sydney Olympic Park. Now, the brand boasts 10 establishments in the country’s key tourism and business destinations: Sydney, Cairns, Port Douglas, Palm Cove, Brisbane and Bunker Bay. The brand’s expansion accelerated in 2012 notably with the rebranding to Pullman of several establishments from the Mirvac hotel group network acquired by Accor in December 2011. Over the coming months, other establishments will be added to this portfolio, notably an address in Melbourne.
“Establishing and expanding Pullman in Australia is one of the group’s priorities. Indeed, before it started expanding, there were no hotel chains in the upscale international segment designed for both business and leisure customers. Australians are likely to feel great affinity with the brand. Its name alone is highly evocative of long journeys: in the 19th century Pullman carriages revolutionized travel around the world, offering comfortable travel spaces that enabled people to cover huge distances. In addition, many business travelers from the Asia-Pacific region come to Australia and Pullman offers them all the comfort and technology they need for their travels,” adds Simon McGrath – Chief Operating Officer of Accor Pacific.
Pullman in Australia: hotels and resorts that blend business and leisure
The Pullman establishments that recently joined the brand’s Australian network will be refurbished in 2013 so that they meet the brand’s global quality service standards.
The ten Australian addresses will offer guests a unique experience and setting with their new interior designs and the brand’s “signature services”, which include: the Welcomer, the Pullman bed, free Wi-Fi, the Connectivity Lounge, the Co-Meeting business event organization service, Nespresso services, the Vinoteca by Pullman wine list, etc.
“Establishing and expanding Pullman in Australia is one of the group’s priorities. There is certainly great potential for a brand in the upscale sector that caters for both business and leisure travelers and has a particular strength in hosting conferences and events. Australia is seeing rapid increases in travel from a number of Asian destinations where Pullman is already well-established, and with the Australian Pullman network located in key business and resort areas of Australia, we believe that the brand is ideally positioned to attract considerable support from both international and domestic travelers,” adds Simon McGrath – Chief Operating Officer of Accor Pacific.
Tatiana is the news co-ordinator for TravelDailyNews Media Network (traveldailynews.gr, traveldailynews.com and traveldailynews.asia). Her role includes to monitor the hundrends of news sources of TravelDailyNews Media Network and skim the most important according to our strategy. She holds a Bachelor degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.
