Pullman Hotels & Resorts has officially entered a new era. The flagship brand within Accor’s premium portfolio has unveiled a comprehensive global transformation, pivoting its identity toward a "dynamic social stage" for the modern traveller.
The announcement followed the successful debut of Pullman xChange in Dubai, a high-concept event series that signals the brand’s shift from a traditional premium hotel to a vibrant centre of cultural and intellectual exchange.
A defining element of this transformation is the Pullman Portal. Inspired by the brand’s historic railway legacy, these sculptural entryways serve as a bold architectural signature. While designed to be recognisable globally, each Portal is reinterpreted locally through specific materials and forms.
Regional travellers can already experience this new design language at Pullman Dubai Jumeirah Lakes Towers, which features the first installation alongside a fully renovated lobby. Further Portals are scheduled for upcoming openings, including Pullman Perth Airport and Pullman Hamilton, with a wider rollout planned across the 150-property network.
The transformation extends beyond aesthetics into a fundamental shift in service culture. Over the past 18 months, Pullman has implemented a learning program focused on emotional intelligence for its 20,000+ "Heartists."
To date, 60 per cent of the workforce has completed the training, which emphasises empathy and connection-building. The goal is to empower teams to move beyond functional efficiency toward more intuitive, sincere guest interactions.
Food and beverage have been repositioned as the "social anchors" of the property. Launching in 2026, Unexpected Pairings will introduce an experiential bar ritual where guests use a deck of playing cards to discover imaginative combinations of food and cocktails.
“Pullman’s transformation marks a bold step into the future,” said Benoît Racle, Global Brand President, Premium, Accor. “Each hotel is conceived as a place of exchange, where ideas and people move freely. Launching this alongside Pullman xChange felt instinctive, as the event brings our brand philosophy to life.”
The Middle East remains a critical driver for the brand's evolution. Kerry Healy, Chief Commercial Officer, Middle East, Africa & Asia Pacific at Accor, noted that Dubai plays a central role in shaping the brand’s next chapter.
“Pullman’s transformation echoes the incredible momentum we’re witnessing across the Middle East and Africa - regions that are redefining global travel through bold innovation and cultural confidence,” Healy remarked.
With over 70 projects in the pipeline, Pullman is on track to surpass 200 hotels globally within five years.