BENOÎT RACLE, GLOBAL BRAND PRESIDENT, ACCOR

Posted in People on 28 February, 2025

In conversation with SPACE, Accor’s new brand president reveals a change of identity for Pullman Hotels.

WORDS BY Hamish Kilburn

In the solar system of hospitality, where the art of design orbits the science of brand identity, few names evoke both legacy and innovation quite like Pullman Hotels & Resorts.

Pullman Hotels has always been synonymous with bold reinvention. In 1865, George Pullman, an American engineer and industrialist, launched the first luxury sleeper railcars, redefining the romance of long journeys. The brand’s audacity is further reflected in the feats of its founder. Just under 200 years ago, George Pullman orchestrated the relocation of an entire city block in Chicago, using large timbers and jackscrews. Legacy is the fingerprint at Pullman Hotels. Yet, in an age of hyper-personalisation and shifting traveller sensibilities, staying true to such an impudent DNA while embracing the softer contours of modernity is no small act.

Pullman Dali, China.

The responsibility for reshaping Pullman’s future now rests on the shoulders of Benoît Racle, the newly appointed Global Brand President for Accor, who oversees the strategic direction of the group’s premium brands – including Pullman, Swissôtel, Mövenpick and Grand Mercure.

When I spoke exclusively with Racle, just months into his new role, he had already visited an astonishing 95 hotels across Accor’s portfolio – a testament to his hands-on approach and relentless curiosity, of which he is known for. “It was important for me to truly understand the markets because we’re building global brands,” Racle explained. “But just as crucial is ensuring that the brands we’re creating and evolving feel authentically relevant to each local market.” His vision is clear: a balance between global consistency and local nuance, shaping a portfolio that resonates universally while celebrating its unique contexts.

In one of his first initiatives in this new role, Racle and his team, are partnering closely with Damien Perrot, Accor’s Global Chief Design, Technical Services & Innovation Officer for Premium, Midscale & Economy Brands, and Federico Toresi, Global VP of Design for Accor’s premium brands, to craft a design vision that resonates with tomorrow’s travellers while staying true to Pullman’s pioneering spirit. Together, they are setting the stage for when they roll out a hospitality experience that is, I’m told, as dynamic as it is timeless.

Junior Suite in Pullman London St. Pancras.

As Pullman looks to the future, the brand is shifting to align with the evolving rhythms of modern living and the expectations of a new wave of travellers. “Life has become less extreme, and the brand had to evolve,” added Toresi. “In our roles, we are constantly analysing the brand, by looking at forecasts and market analysis. We thought it was time to start looking at the next generation of travellers. Now, it’s moving on to something that is more a part of people’s lives.”

“It’s about ensuring that the brand is deeply informed by the right consumer insights – understanding the needs, emotions and experiences we want to evoke in our guests,” Racle explained. “From there, visionaries like Federico and Damien Perrot translate these insights into tangible elements: products, textures, emotions, even how music is delivered.” As a result, the design goes far beyond the physicality of 3D spaces. “It’s about cohesion,” he added, “how everything aligns, from collateral materials and visual identity to uniforms and the smallest sensory details. It’s in this harmony that a brand truly comes to life.”

The challenge for Accor is to modernise Pullman’s unmistakable personality while infusing it with flexibility and individuality – it’s a delicate dance that demands vision and precision. During a recent stay at Pullman Budapest, I was struck by just how compelling this balancing act already feels. From the moment I stepped inside, the hotel’s vibrant design choices and genuinely warm service exuded unapologetic confidence. The experience pulled me in, centred around a magnetic core of personalised service, and left me feeling more like I belonged rather than visited ¬– not just as a guest but as part of the brand’s living, breathing narrative.

Pullman Budapest: the hotel’s vibrant design choices and genuinely warm service exuded unapologetic confidence.

It was a stay that dazzled and delighted, leaving me checking out both fulfilled and wondering: where can Pullman go from here? How can a brand so steeped in boldness and creativity find new ways to elevate what already feels masterful? With its gravitational pull and undeniable charm, the Budapest property felt like a blueprint for the brand’s bold future – exemplifying a heritage that thrives on reinvention. And yet, the question remains: how does such a powerful identity evolve to define the next chapter of premium hospitality?

The answer lies not in diluting Pullman’s audacity but in reinterpreting it with flexible spaces and blurring the lines between previous margins and areas. Accor is crafting a Pullman that retains its boundary-pushing innovation while softening the edges with compassion and playfulness. Travellers today don’t just want memorable aesthetics; they want spaces that resonate with their individuality – what they actually want, when they want it. Research suggests that guests want a hotel that offers moments of unexpected joy and demonstrates a thoughtful approach to their needs.

For this reason, the evolution of Pullman Hotels feels like a creative manifesto. Pullman’s new design language, as Toresi envisions it, will ‘celebrate the brand’s storied history while embracing an emotional, human touch’. For Benoît, the branding challenge lies in infusing every touchpoint with a sense of play and connection, creating an experience where bold doesn’t feel brash, and innovation feels distinctly personal.

‘The Transforming Room’ concept aims to meet the blended needs of today’s travellers.

In November 2024, we were treated to the first glimpse of what the evolution might look and feel like. In Pullman Singapore Orchard, the brand unveiled ‘The Transforming Room’. Two years in the making, following extensive research on consumer behaviour and business traveller demands, the concept room aims to meet the blended needs of today’s travellers.

Cue the arrival of The Transforming Room, which has been designed to enhance sleep experience, embrace digital art and evoke wellbeing with modular interiors that can easily shift to create workout space. It is fully wired with thoughtful technologies and digital enhancements, enabling guests to adapt their personal environment with the touch of a button. Insights from this innovative concept room will inform the future transformation of the brand.

Pullman Dubai Down Town.

The benefits of designing a flexible hospitality experience stretch beyond the consumer. “This adaptable design philosophy enables us to craft more environmentally sustainable spaces,” added Toresi, who explained how this new vision opens the door for the brand to be sheltered in existing buildings that already have a legacy. I can’t help but feel this is a sign of where Pullman is heading considering, group-wise, Accor’s conversions are higher than any other brand. “Reimagining these buildings, we preserve their original character while introducing a dynamic tension of design – a balance of contrast and harmony,” Toresi added. “In this process, we create spaces where seemingly opposing elements collide, sparking fresh, creative possibilities. This approach also appeals to our investors, as it leverages the building’s history to amplify the essence of the Pullman brand.”

As the boundaries between work, relaxation and socialising continue to haze in today’s fast-paced world, Pullman is reimagining the way we experience hotel spaces.

“The brand is embracing the fluidity of contemporary lifestyles and championing a softer approach to productivity,” said Racle. “And that’s precisely what the Transforming Room is designed to embrace. This innovative space seamlessly adjusts to the ever-changing needs of our guests throughout their stay, enabling them to effortlessly blend their needs in one space. Through cutting-edge design changes, the Transforming Room seamlessly transitions to cater to guests as they shift from work to wellness, socialising, or relaxation, ensuring a truly adaptive and enriching experience.”

As a design-forward audience, we understand that balancing the conceptual and the tactile is where great hospitality brands thrive. Pullman’s journey is one to watch, and one that is just getting started – a daring reinvention that aims to redefine modern hospitality while staying undeniably, unforgettably Pullman.

group.accor.com/en/brands/premium/pullman