Accor to revive Pullman brand
PARIS – Accor’s worldwide launch of Sofitel’s new positioning is scheduled for October 2007.
The brand is being repositioned in the international luxury hotel segment, as illustrated by the 400-room Sofitel Wanda Beijing hotel with its “Pre Lenotre” restaurant that was opened on August 18.
As part of the repositioning of the luxury and upscale brands, the group is reviving the Pullman name to create a new upscale brand.
The new brand will target primarily business travelers. The Pullman hotels will be located in the world’s major cities and will offer all the facilities required to hold large-scale seminars and international conventions.
The brand will be rapidly rolled out worldwide through management and franchise contracts, with potentially 300 hotels by 2015. In the first phase of the rollout, 45 Sofitel and Grand Mercure units in 23 countries will be converted to the Pullman brand.
In the non-standardized economy hotel segment, Accor has decided to broaden its offer by launching the All Seasons brand.
Fourteen existing hotels under Accor brands are scheduled to be rebranded under the All Seasons name by June 2008 and so far 31 franchise agreements are committed.
The new brand will potentially represent a total of 10,000 rooms by 2010, through the rebranding of existing hotels and through franchise contracts.
Accor this week announced its half year results which showed operating profit before tax and non recurring Items up 34 percent to €379 million
Ian Jarrett
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