At TOURISE 2025 in Riyadh, Saudi Arabia, Pullman Hotels & Resorts, part of Accor’s global Premium portfolio, presented its brand transformation and vision for the future — a milestone designed to inspire, energise, and strengthen Pullman’s position as one of the world’s most dynamic hotel brands.
Executives unveiled a first look at the transformation this week at TOURISE, a landmark new global platform launched by the Saudi Tourism Authority (STA) that aims to reshape the future of tourism. Designed to accelerate Saudi Arabia’s tourism vision, TOURISE unites governments, investors, and global brands to shape the future of travel, champion innovation, and strengthen collaboration across the hospitality industry. The platform highlights the Kingdom’s growing leadership in global tourism, following its achievement of 30 million international visitors in 2024.
A New Chapter for Pullman
The brand transformation marks a bold new era for Pullman Hotels & Resorts. The refreshed hotel experience introduces a new design language, energizing guest experiences, and a renewed approach to meetings and social gatherings.
“Pullman’s transformation marks the start of an exciting new era,” explains Benoît Racle, Global Brand President, Premium, Accor. “This is a complete reimagining of how Pullman connects people and ideas. Each hotel becomes a place of exchange, where energy, culture, and creativity collide. It is a privilege to unveil this new chapter at TOURISE — a global stage that mirrors our own ambition to shape the future of travel — and marks the beginning of a movement that will continue to unfold across our hotels worldwide.”
With more than 150 hotels in over 40 countries and 70+ additional addresses in the pipeline, Pullman continues to expand its reach across key markets in the Middle East, Asia, the Pacific, Europe, and Africa. The next phase of the transformation will be brought to life through new flagship openings, including Pullman Royal Key Wellness Resort in Guadeloupe, Pullman Kolašin Breza in Montenegro, and Pullman Tokyo Ginza in Japan, which exemplify the brand’s forward-thinking approach to design, connection, and creativity.
Heading East
As Pullman enters this new era, momentum continues to build across the Middle East, Africa, and Asia Pacific. The brand’s footprint in this region now extends to 65 hotels, with over 20 additional openings in the pipeline — many undergoing extensive renovations as part of the global repositioning. Growth is strongest in high-demand markets such as the United Arab Emirates and Saudi Arabia, where international arrivals and regional business travel continue to rise.
From flagship addresses such as Pullman Dubai Downtown, now recognized as a hub for social and business exchange, to recently renovated properties such as Pullman Dubai Jumeirah Lakes Towers that reflect the region’s cultural and commercial dynamism, each hotel is designed to energise, inspire, and connect.
“Pullman’s transformation reflects the same spirit of progress, creativity, and ambition that is driving tourism across Saudi Arabia and the wider region – markets that are redefining global travel, both inbound and outbound. Our commitment to the Kingdom runs deep, with two of our largest properties, Pullman ZamZam Makkah and Pullman ZamZam Madina, welcoming guests from every corner of the world. These hotels represent not only the scale of Saudi Arabia’s hospitality vision but also Pullman’s passion for connecting cultures and inspiring purposeful travel experiences,” said Kerry Healy, Chief Commercial Officer, Premium, Midscale & Economy, Accor Middle East, Africa and Asia Pacific.
The Future
The unveiling this week marks only the beginning of Pullman’s global evolution. In the months ahead, the brand’s transformation will accelerate across key destinations worldwide – through redesigned hotels, reimagined culinary and MICE concepts, and new partnerships that champion exchange.
As the tourism landscape shifts, Pullman is positioning itself not only to evolve with the future of travel, but to help shape it. With a new design language grounded in contrast and energy, a refreshed approach to guest experience, and a calendar of global Pullman xChange gatherings that place the brand at the heart of cultural and business conversation, Pullman will serve as a destination for global thinkers and modern travellers alike.
This vision is aligned with the spirit of TOURISE and Saudi Arabia’s bold ambition to shape the future of global tourism – reinforcing Pullman’s commitment to lead with purpose and contribute to a future shaped by meaningful exchange.
About Pullman
Pullman Hotels & Resorts is where people, cultures and ideas collide. As a platform for social exchanges, Pullman invites global travellers and modern visionaries to meet, collaborate, and engage in transformative spaces. More than 150 addresses around the world act as cultural hubs in the world’s most dynamic destinations, from Pullman Paris Montparnasse to Pullman Singapore Orchard and Pullman Maldives Maamutaa. Born over 150 years ago with an open-minded spirit, Pullman continues to evolve as a connector of people and ideas. Pullman is part of Accor, a world leading hospitality group counting over 5,700 properties throughout more than 110 countries, and a participating brand in ALL Accor, a booking platform and loyalty program providing access to a wide variety of rewards, services and experiences.
