Pullman, part of the Accor Group, has announced a global rebrand, as it plans to operate more than 220 Pullman hotels worldwide in the coming years, powered by Saudi Arabia and the Gulf, its priority markets. This comes at a time when the hospitality sector is undergoing profound transformations with the premium sector continuing to grow, and premium guests seeking connection, creativity, cultural inspiration and purpose.
Benoît Racle, Accor’s global brand president, premium, described this new brand phase as a “confident evolution rooted in over 165 years of heritage, combining the efficiency of business hotels with vibrant cultural energy.” He added that Pullman aims to transform itself from a traditional business hotel into a global platform for human and creative exchange.
Meanwhile, Kerry Healy, chief commercial officer for premium, midscale and economy brands at Accor in the Middle East, Africa, and Asia Pacific, said that Saudi Arabia and the Gulf represent a dynamic market for the brand, since 70 percent of the population are under 35, a key target age group for Pullman.
She said: “Travelers from Saudi Arabia and the Gulf are shaping global premium travel — they value meaningful cultural experiences, space to gather, and elevated hospitality grounded in warmth and respect. Pullman’s new direction aligns naturally with these expectations.”
Healy added: “Our brand is rooted in exchange and cultural appreciation, values shared across the region. With landmark Pullman hotels in Saudi Arabia and a strong Middle East pipeline, we are creating environments where travelers feel both welcome and inspired.”
Pullman is reimaging modern premium hospitality through the lens of exchange, innovation and experiential design, bringing its heritage into the future with a brand that is culturally aware, emotionally intelligent and built for the way people live, work and travel today.
Racle said: “With the Pullman xChange platform, we are introducing a series of events that bring together thinkers, creators, travelers and communities to share ideas and spark new ideas.”
The Pullman rebrand features the Pullman Portal in its design, inspired by the train tunnels that mark the brand’s origins. This portal offers a sensory transition from everyday life into the world of Pullman, visually combining heritage and innovation. The design philosophy integrates the brand’s global identity with local touches reflecting the culture and values of each destination.
Saudi Arabia is one of Pullman’s most important markets in the region, due to its diverse traveler base and high returns, as well as the brand’s alignment with Vision 2030, which promotes tourism and hotel investment, ensuring investment opportunities for owners while providing a premium hospitality experience that meets Gulf travelers’ expectations.
Racle and Healy believe that the future of premium will not be measured by traditional appearances, but by inspiration, connection, and culturally rich experiences. Racle said: “We invite travelers from Saudi Arabia and the Gulf to discover Pullman as a platform for ideas, creativity, and deep human connection.”
By combining innovative design, cultural events, and unique services, Pullman offers a fully integrated hotel experience that makes premium hospitality more dynamic, personalized, and connected to local culture, while driving its global expansion toward 220 hotels.
