WHY INVEST IN PULLMAN

ACCOR GLOBAL DEVELOPMENT BROCHURE

Q1 2022
 HOTEL DEVELOPMENT
POSITIONING USP’S NETWORK & PIPELINE BRAND MARKERS COMMUNICATION PERFORMANCE
DESIGN & TECHNICAL SERVICES

BRAND POSITIONING

STIMULATING HOTELS THAT

INSPIRE YOUR MIND AND
ENERGIZEYOUR BODY SOYOU

PULLMAN BRAND DEVELOPMENT PRESENTATION 2022

CAN PUSH YOUR BOUNDARIES

PIONEERING • STYLISH • ACCOMPLISHED • INVIGORATED

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 HOTEL DEVELOPMENT
POSITIONING USP’S NETWORK & PIPELINE BRAND MARKERS COMMUNICATION PERFORMANCE
DESIGN & TECHNICAL SERVICES

LEADING CONTEMPORARY DESIGN HOTEL BRAND

N°1 perceived design brand by guests versus competitors

Most consistent modern styled network in its premium

category thanks to it recent dynamic growth with new built
openings and major renovations

PULLMAN BRAND DEVELOPMENT PRESENTATION 2022

Distinctive concepts translated across all touch points: The
Junction at Pullman, Artist Playground, MEET/PLAY,…

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PULLMAN BERLIN SCHWEIZERHOF, GERMANY
 HOTEL DEVELOPMENT
POSITIONING USP’S NETWORK & PIPELINE BRAND MARKERS COMMUNICATION PERFORMANCE
DESIGN & TECHNICAL SERVICES

GROWING MOMENTUM

145 hotel openings in the last 14 years and nearly 50

openings planned by 2027

Leveraging both business and leisure markets and

opportunities

PULLMAN BRAND DEVELOPMENT PRESENTATION 2022

Distinct MICE space programming (HARD) and strong MICE
offerings (SOFT)

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PULLMAN SUZHOU ZHONGHUI, CHINA
 HOTEL DEVELOPMENT
POSITIONING USP’S NETWORK & PIPELINE BRAND MARKERS COMMUNICATION PERFORMANCE
DESIGN & TECHNICAL SERVICES

HIGH PERFORMANCE BUSINESS MODEL

Large number of keys – 300 rooms in average

Premium positioning in premium locations plus business-

oriented drive resulting in higher room rates

PULLMAN BRAND DEVELOPMENT PRESENTATION 2022

Additional F&B & MICE revenue

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PULLMAN DUBAI CREEK CITY CENTRE RESIDENCES, UAE
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POSITIONING USP’S NETWORK & PIPELINE BRAND MARKERS COMMUNICATION PERFORMANCE

A GLOBALFOOTPRINT OF OVER 190 HOTELS OPEN AND IN THE PIPELINE

DESIGN & TECHNICAL SERVICES

9%
network + pipeline
Northern Europe

2% 13 3,296
network + pipeline
3 620
North, Central
America & Caribbean

9% 21%
network + pipeline
3 1,262 network + pipeline South East Asia
Southern Europe
30%

PULLMAN BRAND DEVELOPMENT PRESENTATION 2022

network + pipeline 28 8,833
Greater China 14 3,554
14 4,014
NETWORK 145 hotels 42,616 rooms 3 524
PIPELINE 48 hotels 12, 315 rooms
42 13,373
80% 13%
network + pipeline
17 4,838

India, Middle East

HOTEL
NETWORK
ROOM
NETWORK
20%
5% & Africa
11%
PIPELINE PIPELINE
FRANCHISE MANAGEMENT
network + pipeline network + pipeline
South America Pacific
16 5,727
OPERATING
MODE 9 2,251

All figures as of end November 2021

10 2,678 19 3,433
Breakdown network + pipeline by region is calculated by number of rooms
2 528 6
 HOTEL DEVELOPMENT
POSITIONING USP’S NETWORK BRAND MARKERS COMMUNICATION PERFORMANCE
DESIGN & TECHNICAL SERVICES

PULLMAN BERLIN SCHWEIZERHOF

GERMANY
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 HOTEL DEVELOPMENT
POSITIONING USP’S NETWORK BRAND MARKERS COMMUNICATION PERFORMANCE
DESIGN & TECHNICAL SERVICES

PULLMAN BRAND PRESENTATION 2020

PULLMAN TOKYO TAMACHI
JAPAN
 HOTEL DEVELOPMENT
POSITIONING USP’S NETWORK BRAND MARKERS COMMUNICATION PERFORMANCE
DESIGN & TECHNICAL SERVICES

PULLMAN PARK LANE

HONG KONG
 HOTEL DEVELOPMENT
POSITIONING USP’S NETWORK BRAND MARKERS COMMUNICATION PERFORMANCE
DESIGN & TECHNICAL SERVICES

PULLMAN BRAND PRESENTATION 2020

PULLMAN PHUKET ARCADIA NAITHON BEACH
THAILAND
 HOTEL DEVELOPMENT
POSITIONING USP’S LATEST OPENING BRAND MARKERS COMMUNICATION PERFORMANCE
DESIGN & TECHNICAL SERVICES

PULLMAN LIVERPOOL
UNITED KINGDOM
 HOTEL DEVELOPMENT
POSITIONING USP’S LATEST OPENING BRAND MARKERS COMMUNICATION PERFORMANCE
DESIGN & TECHNICAL SERVICES

PULLMAN XIAGING PINGHU

CHINA
 HOTEL DEVELOPMENT
POSITIONING USP’S LATEST OPENING BRAND MARKERS COMMUNICATION PERFORMANCE
DESIGN & TECHNICAL SERVICES

PULLMAN LIMA MIRAFLORES

PERU
 HOTEL DEVELOPMENT
POSITIONING USP’S LATEST OPENING BRAND MARKERS COMMUNICATION PERFORMANCE
DESIGN & TECHNICAL SERVICES

PULLMAN PARIS MONTPARNASSE

FRANCE
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POSITIONING USP’S PIPELINE BRAND MARKERS COMMUNICATION PERFORMANCE
DESIGN & TECHNICAL SERVICES

PULLMAN DOHA WEST BAY, DOHA

468 ROOMS
OPENING 2022
 HOTEL DEVELOPMENT
POSITIONING USP’S PIPELINE BRAND MARKERS COMMUNICATION PERFORMANCE
DESIGN & TECHNICAL SERVICES

PULLMAN ORCHARD SINGAPORE

SINGAPORE
OPENING 2022
 HOTEL DEVELOPMENT
POSITIONING USP’S PIPELINE BRAND MARKERS COMMUNICATION PERFORMANCE
DESIGN & TECHNICAL SERVICES

PULLMAN OKOL GOLF & RESIDENCES

BULGARIA
OPENING 2023
 HOTEL DEVELOPMENT
POSITIONING USP’S PIPELINE BRAND MARKERS COMMUNICATION PERFORMANCE
DESIGN & TECHNICAL SERVICES

IMMERSIVE ART AND DESIGN

Enjoy art & design in living spaces rather than
museums and shops: at Pullman, art & design
surround you in a fresh modern, and inspiring way.
 HOTEL DEVELOPMENT
POSITIONING USP’S PIPELINE BRAND MARKERS COMMUNICATION PERFORMANCE
DESIGN & TECHNICAL SERVICES

POWER FITNESS
Stay on top of your game while having fun:
At Pullman, fitness is exciting and rewarding.
 HOTEL DEVELOPMENT
POSITIONING USP’S PIPELINE BRAND MARKERS COMMUNICATION PERFORMANCE
DESIGN & TECHNICAL SERVICES

HAPPENING F&B
Pullman serves up fresh F&B concepts that are
flavorful and fuel performance – any place, any time.
 HOTEL DEVELOPMENT
POSITIONING USP’S PIPELINE BRAND MARKERS COMMUNICATION PERFORMANCE
DESIGN & TECHNICAL SERVICES

SMART INTERACTIONS
Our services and technology are powered to perform,
seamless and in-tune with today’s new entrepreneurs.
POSITIONING USP’S PIPELINE BRAND MARKERS COMMUNICATION PERFORMANCE MEETINGS
HOTEL DEVELOPMENT
DESIGN & TECHNICAL SERVICES
& EVENTS

We challenge the status quo to create better places for

people to work and play. Our vibrant, sensory and
flexible MEET/PLAY spaces have a unique design
approach that fuels creativity, encourages interaction,
fosters well-being and unlocks new opportunities for
the curious and ambitious.

MICE MEET/PLAY CONCEPT

 HOTEL DEVELOPMENT
POSITIONING USP’S PIPELINE BRAND MARKERS COMMUNICATION PERFORMANCE
DESIGN & TECHNICAL SERVICES

PULLMAN HEARTISTS MINDSET 83%

EMPLOYEE ENGAGEMENT
SCORE FY 2021
+1PT vs FY 2020

OPEN MINDED FORWARD THINKING DRIVE

PULLMAN BRAND DEVELOPMENT PRESENTATION 2022

We are boundary pushers, we never settle for the We are purposeful Heartists, we empower change Our drive makes change happen
obvious. Our curiosity challenges the status quo and inspire our guests

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 HOTEL DEVELOPMENT
POSITIONING USP’S PIPELINE BRAND MARKERS COMMUNICATION PERFORMANCE
DESIGN & TECHNICAL SERVICES

SOCIAL MEDIA KEY FIGURES 2021

5 PLATFORMS 28M REACH

PULLMAN BRAND DEVELOPMENT PRESENTATION 2022

330+K FOLLOWERS 5.7M POST ENGAGEMENT

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 HOTEL DEVELOPMENT
POSITIONING USP’S PIPELINE BRAND MARKERS COMMUNICATION PERFORMANCE
DESIGN & TECHNICAL SERVICES

PULLMAN X PSG CAMPAIGN

INFLUENCER STRATEGY

DISCOVER THE “BEHIND THE SCENE” OF THE CAMPAIGN

THROUGH THE ARTISTIC EYE OF BROOKLYN BECKAM

PULLMAN BRAND DEVELOPMENT PRESENTATION 2022

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Download
 HOTEL DEVELOPMENT
POSITIONING USP’S PIPELINE BRAND MARKERS COMMUNICATION PERFORMANCE
DESIGN & TECHNICAL SERVICES

PULLMAN X PSG CAMPAIGN

EXECUTIVE SUMMARY

OVERALL SOCIAL MEDIA RESULTS

Pullman + ALL + PSG + B. Beckham + regional social media plans – Total media budget 63K€

Number of posts Reach Engagement Video views

+135 47.7M 460K 19M
From August 3rd to 31st 2020 X 3 vs target X 2.5 vs target

PULLMAN BRAND DEVELOPMENT PRESENTATION 2022

ADDITIONAL KPIs
Release views & PR potential Website E-card
hits audience visitors Opening rate
78K 1.3B 49K 35.4%
+40% vs July 2020 +10.8% vs August 2019

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 HOTEL DEVELOPMENT
POSITIONING USP’S NETWORK & PIPELINE BRAND MARKERS COMMUNICATION PERFORMANCE
DESIGN & TECHNICAL SERVICES

BREAKING RESULTS

40% 66% €49 88%

PULLMAN BRAND DEVELOPMENT PRESENTATION 2021

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Official figures as of end 2019
 HOTEL DEVELOPMENT
POSITIONING USP’S NETWORK & PIPELINE BRAND MARKERS COMMUNICATION PERFORMANCE
DESIGN & TECHNICAL SERVICES

CENTRAL BRAND DELIVERY POWERED BY ACCOR

PREMIUM BRANDS (ROOM NIGHT BASED)

LOYALTY DIRECT HOTEL

6%

OTA FOCUS WEB

(ACCOR WEB + WEB PARTNER)
18%

PULLMAN BRAND PRESENTATION 2020

ALL.ACCOR.COM,

61,2%
BRANDS.COM,
VOICE
12%
2,3M ROOM NIGHTS
€335M ROOM REVENUE

B2B GLOBAL SALES (incl.

GDS)
25%

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Official figures as of end 2019
 HOTEL DEVELOPMENT
POSITIONING USP’S NETWORK & PIPELINE BRAND MARKERS COMMUNICATION PERFORMANCE
DESIGN & TECHNICAL SERVICES

DIRECT BOOKINGS: ACCOR DIGITAL PLATFORM

1 MULTIBRAND PORTAL
ALL.COM
+ 1 LIFESTYLE COMPANION APP
ACCOR ALL
+ 18 BRAND.COM WEBSITES

PULLMAN BRAND PRESENTATION 2020

▪ 300M Website + App visits ▪ > 50% Mobile and App visits ▪ PULLMAN.COM plugged to ALL.COM

▪ 2,200 Destinations ▪ 1 Download every minute

▪ 18 Languages ▪ > 4,3/5 app ratings
iOS: 4,5/5 & Android: 4,3/5
NEW in 2020:
• All Safe label visibility on digital
experience to rest-assure guests during
the pandemic
.
• Launch of Apartment & Villas website
dedicated to Branded Residences and
Extended Stay hotels
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Official figures as of end 2019
 HOTEL DEVELOPMENT
POSITIONING USP’S NETWORK & PIPELINE BRAND MARKERS COMMUNICATION PERFORMANCE
DESIGN & TECHNICAL SERVICES

DIRECT BOOKINGS: ACCOR LOYALTY PROGRAM

THE ONLY LIFESTYLE
LOYALTY PROGRAM + THE FAST GROWING
LOYALTY PROGRAM + THE MOST GLOBAL
LOYALTY PROGRAM

NEW LIFESTYLE & AUGMENTED ▪ 73M Loyalty members worldwide South

HOSPITALITY FRAMEWORK America
OFFERING EXTENDED OPPORTUNITIES
▪ 37% Loyalty contribution rate in RN North & 8%
Central
TO EARN & REDEEM POINTS ▪ x 3,6 Members stay twice more America,
Asia - Pacific
Caribbean
32%

PULLMAN BRAND PRESENTATION 2020

than non-members 11%
NEW BENEFITS
▪ 38 Brands and +
>250M
▪ Suite Night Upgrade
▪ F&B outside a stay Nothern
180 Europe
120
22% Middle-East
NEW PARTNERSHIPS 100 & Africa
70
▪ PSG – Games / Net media value +€200m to ALL 73 5%
32 40 53 Southern
▪ AEG – Worldwide arenas & festivals
2016 2017 2018 2021 Europe
▪ IMG – Taste festivals
22%
ALL FRS Huazhu

Official figures as of end 2019

 HOTEL DEVELOPMENT
POSITIONING USP’S NETWORK & PIPELINE BRAND MARKERS COMMUNICATION PERFORMANCE
DESIGN & TECHNICAL SERVICES

DEVELOPMENT CRITERIA
Development & programming

AAA ULTRA CITY CENTER

LOCATION, HISTORIC WORLDWIDE
PRIME SECONDARY AIRPORTS
CONVERSION
LOCATIONS LOCATIONS SUBURBS
HOTEL

RECOMMENDED
NUMBER OF 200 keys and + 200 – 450 keys INTERNATIONAL
ROOMS CAPITALS
KEY CITIES &
ROOM AVERAGE
-15%/-20% of worldwide 30 – 36 sqm RESORTS
SIZE
MAJOR
TGFA / ROOM 60 – 90 sqm 75 – 110 sqm DOMESTIC
RECOMMENDED DESTINATIONS
RESORT

NUMBER OF 150 keys and + 200 – 450 keys OTHER CITIES &
ROOMS ATTRACTIVE

PULLMAN BRAND PRESENTATION 2020

TOURISTIC
ROOM AVERAGE 36 – 42 sqm DESTINATIONS
-15%/-20% of worldwide
SIZE + balcony
TGFA / ROOM 75 – 110 sqm 82 – 120 sqm
Locally Relevant Restaurant,
1 Destination Bar,
FOOD & BEVERAGE
Active Breakfast & Early Bird Coffee Cart,
Bites-on-Wheels (for resorts)
Spa(1)
Fitness Centre(1)
WELL-BEING Swimming pool(1)
Sarah Hoey fitness program and minimum 2 treatment
rooms

The Junction
Generous ballroom & meeting space > 1,000 sqm
MEETINGS
Artist Playground
The Hub and Teens Only Program (Resorts Only)
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THANK YOU