PULLMAN BRAND PRESENTATION
AGENDA
Brand Positioning
Brand Network & Pipeline
Brand Product & Service Features
Brand Communications
Brand Performance
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PULLMAN
GLOBAL
POSITIONING
POSITIONING
STATEMENT
PULLMAN INTRODUCES HOTELS & RESORTS IN T U N E W I T H T O D AY ’ S MOBILE WORLD, CONNECTING PERFORMANCE, WITH E N J O Y M E N T ; A L W AY S I N T E M P O , D E F I N I T E LY I N STYLE.
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BRAND PERSONALITY
Cosmopolitan
& in‐style
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BRAND ESSENCE
In‐style upscale hotels,
connecting performance with enjoyment
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FORWARDTHINKING
OPENMINDEDNESS
DRIVE
BRAND VALUES
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ASPIRATIONAL TARGET GROUP
Millennial Frequent Travelers
INSPIRED FROM PERSONALIZED OFFICE CLUSTER & MILLENIALS’ SPECIFIC EXPECTATIONS.
• Professional fast paced traveler, multi‐tasking
• Hyper‐Connected, very comfortable with new technology, social commentator & content provider Sophisticated and demanding, prefers understated and meaningful luxury: business with style, pays attention to design
• Looking for recognition, but doesn’t need ostentation
• Looking for the right balance between efficiency (especially on business trips) and personal well‐being
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PULLMAN MAIN COMPETITORS
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BRAND
NETWORK &
PIPELINE
PULLMAN
NETWORK STATUS AND AMBITION
Pullman network today:
Network ambition:
93 hotels & 25,953 rooms YTD 2014
109 hotels by end of 2015
•
250+ hotels by 2030
29%
12%
55%
4%
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OPERATING MODE
Subsidiary
24%
Managed
60%
Franchise
16%
Total network of 93 hotels & 25,953 rooms
END 2014
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2014 - 2015
A STRONG EXPANSION
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OPENINGS
IN 2014
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OPENINGS
IN 2015
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TOP 5 FLAGSHIPS
Pullman Paris Tour Eiffel (France)
Pullman London St Pancras (United Kingdom)
Pullman at Sydney Olympic Park (Australia)
Pullman Sao Paulo Ibirapuera (Brazil)
Pullman Phuket Arcadia Naithon Beach (Thailand)
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TOP 5 LATEST OPENINGS
The Park Lane Hong Kong a Pullman Hotel (PRC)
Pullman Nanjing Lukou Airport (China)
Pullman Dubai Deira City Centre (United Arab Emirates)
Pullman Phuket Arcadia Naithon Beach (Thailand)
Pullman Sao Paulo Ibirapuera (Brazil)
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BRAND
PRODUCT &
SERVICE
FEATURES
PUBLIC SPACES
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PUBLIC SPACES
WELCOMER
In Pullman hotels, welcoming
guests isn’t merely a task - it’s a
philosophy. Which is why Pullman
has created a dedicated
profession: The Welcomer.
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ROOMS
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ROOMS
ROOMS
The Pullman room is comfortable,
spacious and functional, providing
guests with a calm and intimate
space that is ideal for combining
work with relaxation & enjoyment.
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FOOD & BEVERAGE
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FOOD & BEVERAGE
VINOTECA BY PULLMAN
A real wine-tasting experience,
with a large selection of wines
served by the glass, including
grands crus from the world’s
vineyards plus local delights.
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MEETING SPACES
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MEETING SPACES
CO-MEETING BY PULLMAN
Meetings, close to home or
halfway around the world, largescale or small-scale, in public or in
private. Always with style. CoMeeting by Pullman also means
peace of mind, with expert
technical assistance for a level of
service that’s 100% failsafe.
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WELLBEING SPACES
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WELLBEING SPACES
FIT LOUNGE
Energy, Balance, Conviviality
A warm and friendly place where
guests can recharge their energy
and stay in shape.
The latest cardio and weight
training equipment and a
stimulating environment allows
guests to use equipment with
complete confidence.
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WELLBEING SPACES
SPA LOUNGE
At the Pullman Spa Lounge, great
emphasis is being placed on
relaxation and regeneration. With
spacious cabins that are both
intimate and ultra-comfortable, the
Spa Lounge offers a large
selection of treatments customized
for both men and women, including
wraps, pedicures, facials, a variety
of massage techniques, shaving
and beard treatments, etc.
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CONNECTIVITY
CONNECTIVITY BY
PULLMAN
Pullman hotels & resorts are
committed to helping guests to
blend performance &
enjoyment. To meet the demands
of its cosmopolitan, mobile, hyperconnected clientele, Pullman offers
Connectivity by Pullman, a free
digital package that enhances the
customer’s experience through the
provision of high-speed Internet
connection, high-tech in-room
equipment, mobile applications,
etc.
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THE PULLMAN COLLECTION
ART AND DESIGN
Installations, paintings,
photographs or sculptures by
respected contemporary artists are
a trademark of creativity. In our
hotels & resorts, they stand out as
evidence of our engagement to
embrace the most exhilarating
innovations.
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BRAND
COMMUNICATION
THE PULLMAN
COMMUNICATION
PLATFORM
Advertising campaign
Graphic identity
Photo-video identity
Pullmanhotels.com
The Pullman Magazine
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INTRODUCING A NEW CAMPAIGN - TELEVISION COMMERCIAL
“OUR WORLD IS YOUR PLAYGROUND”
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PULLMAN MAGAZINE
•
•
1 edition each year
100, 000 copies
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PULLMAN WEBSITE & APP
Pullman Hotel Website
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BRAND
PERFORMANCE
ACCOR DISTRIBUTION SOLUTIONS
GDS
7%
OTA
Direct
PMS
17%
59%
41%
OF ROOM REVENUE CAME THROUGH
ACCOR RESERVATION SYSTEMS
AS OF DECEMBER 2014 YTD
Web
Direct
(% of hotels revenue generated by TARS)
18%
Calls,
mails &
17%
Resaweb
Direct PMS
CRO platform
Web Direct
OTA
GDS
Split of hotels revenue per distribution channels as of December 2014 YTD (L/L)
Source: December 2014 YTD TARS results
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LE CLUB ACCORHOTELS: ACCOR WORLDWIDE LOYALTY PROGRAM
20 MILLION
(+34% vs. 2013)
OF MEMBERS AS OF MAY 2015
South America
12%
North America
6%
Asia
18%
Africa 2%
Pacific
8%
Middle East
3%
France
12%
Rest of Europe
20%
Germany
7%
UK &
Ireland
12%
•
A Worldwide program: 14 brands, 2,700 hotels, 13 languages
•
Free enrolment
•
100% Web based program
•
More than 10,000 new members every day
•
Le Club Accorhotels clients represent 25% of Accor revenue
•
Partnerships with large Airlines loyalty program: Skyteam, One World, Star Alliance…
•
Dedicated Le Club Accorhotels priority desks at hotels
•
75% of LCAH members exclusively use direct channel
•
LCAH members yearly stay length & revenue are 2 times higher than non members
Card member’s country of residence
25.1%
OF REVENUE
GENERATED BY CARD
HOLDERS WITHIN
MGALLERY
22%
INCREMENTAL REVENUE
GENERATED BY LE CLUB
ACCORHOTELS FOR
MGALLERY PROPERTIES
€ 384
AVERAGE REVENUE
SPENT IN A MGALLERY
FOR MEMBERS
Figures: As of MAY 2015
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PULLMAN CUSTOMER DATABASE
Total Number of 684,439 Card Members Worldwide
AMERICAS
8%
EUROPE
39%
ASIA PACIFIC
47%
MIDDLE EAST
3%
AFRICA
3%
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PULLMAN CUSTOMER PROFILE
• 45% Leisure
• 55% Business
• 66% Global & Regional
• 34% Domestic
Women
35%
Men
65%
Leisure
45%
Business
55%
• 65% Men
• 35% Women
35 – 55 Years Old
Domestic
34%
Global
66%
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QUALITY PERFORMANCE:
GUESTS SATISFACTION SURVEY EOY 2014
92%
of Pullman customers are either satisfied or very satisfied
by their stay experience
EUROPE
GSS :
93%
AMERICAS:
GSS :
88%
ASPAC
GSS :
92%
AFRICA/MIDDLE EAST/
CARIBBEAN
GSS :
Africa - 87%
Middle East – 86%
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THANK YOU