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The term “bleisure” is what some travel experts would describe as “sterrible” (a combo of “silly” and “terrible”) and simply “lunimaginative” (“lazy” meets “unimaginative”).
Accor is repositioning its Pullman Hotels & Resorts brand on a global scale, coining the phrase ‘Bleisure’ to describe its strategy aimed at new-generation travellers who, says the group, are increasingly mixing business with leisure.
The newly positioned Pullman brand identity will offer “reinvented services” with an emphasis on artistic, culinary and visual experiences. As part of this approach, art will be readily accessible in its hotels and displayed in each property through permanent and temporary exhibitions or partnerships with local and international artists.
The group is already collaborating with artists such as Christophe Pillet and Mathieu Lehanneur who have designed pieces for several of its hotel lobbies.
New staff uniforms have been created by fashion designer Martine Sitbon in line with the repositioning of the brand with the aim of “reflecting the brand’s desire to combine professionalism with elegance”.
The brand’s F&B offer will have a new modern approach via its CuisinMotion by Pullman concept and offer round-the-clock food plus tailored services such as Tapastry by Pullman catering to after-work gatherings; Vinoteca by Pullman and Tea Deli by Pullman, which provide a taste of flavours around the world and the Open Kitchen, which will offer a ‘theatre-kitchen’ experience.
Technology and ease-of-use are at the core of the brand’s new direction, which will be introduced via its Connectivity by Pullman concept. Free, high speed WI-FI will be available throughout the hotel plus a unified entertainment system will be available combining the TV, smartphone and tablet into one application using the latest equipment from Microsoft and Samsung.
The new brand direction will be launched with an advertising campaign by DBB Paris featuring photography from British photographer Nick Meek with the slogan ‘Design Your Journey’ which will be launched on billboards in the printed press and the web in 2013 and 2014 in Brazil, China, Germany, the UK, the Netherlands and France.
The campaign will show the Pullman brand’s new logo inspired by the ying and yang symbol to express the dual ‘Bleisure’ aspect of its new target audience.
Commenting on the restructuring of the Pullman brand, Yann Caillère, CEO of Accor said: “The upscale and luxury segments are at the heart of Accor’s strategy. Sofitel’s successful repositioning has given us strong credibility with our customers and investors in these markets.
“In 2007, we reestablished Pullman. Now, we have overhauled its identity and service offer and made it a unique brand in a highly-competitive segment that will serve as a key lever to help us fulfill our ambitions in the upscale and luxury segments.”