Over the past 12 months Accor has been focused on accelerated expansion of its portfolio of Pullman, MGallery, Novotel and Mercure brands following the purchase of the Mirvac hotel group with a capital investment of over $280million (€195million euro).
Showing confidence in the Australian hotel sector, Accor has placed Pullman front and centre of the group’s expansion in the upscale hotel market, and has taken the brand from just two hotels to 11 in rapid one year growth.
In just four years, Pullman has become Australia’s largest and leading 5-star hotel brand, with a pipeline of four additional Pullman hotels currently under negotiation.
Accor has grown Pullman to become one of Australia’s strongest brand portfolios in upscale hotels and an attractive investment for owners such as Ascendas who own four Pullman properties: Pullman Brisbane King George Square, Pullman Cairns International, Pullman Melbourne Albert Park and Pullman Sydney Hyde Park.
“Establishing and expanding Pullman in Australia is one of the group’s priorities given we have recognised a sweet spot in the upscale market in Australia,” said Chief Operating Officer Accor Australia and New Zealand, Simon McGrath.
“Pullman is currently at a turning point in its history and its expansion in Australia reflects this. 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 well poised to further grow considerable support from both international and domestic travellers,” said Simon McGrath, Chief Operating Officer, Accor Australia and New Zealand.
The success of Pullman’s expansion in Australia is based on Accor’s multimillion dollar investment in the growing network of hotels and resorts, key refurbishment programs in Sydney, Melbourne and Brisbane worth over $20million and new brand repositioning.
Pullman has also strengthened its brand exposure through strategic partnerships with celebrity chef Justin North (culinary consultant for the brand), Taittinger Champagne, Mercedes-Benz Fashion Festival and the management of Qantas’ domestic lounges.
In recognition of this growth and success, Pullman has been crowed Australia’s Hotel Brand of the Year at the prestigious HM (Hotel Management) Awards 2013. In addition to this major accolade, Pullman Sydney Olympic Park was named Upper-upscale Hotel of the Year while Accor was crowned winner of Accommodation Chain for the third consecutive year.
The Pullman brand boasts 11 hotels and resorts in the country’s key tourism and business destinations: Sydney, Cairns, Port Douglas, Palm Cove, Brisbane, Bunker Bay and Melbourne. 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.
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