Pullman Hotels & Resorts unveils new brand campaign at xChange event

Pullman Hotels & Resorts has launched a new global brand campaign following the second edition of its flagship event, Pullman xChange, held in Paris. The initiative aims to reframe hospitality as a hub for creativity and collaboration, emphasizing the importance of human connection in the modern business and travel landscape. This strategic shift signals a move toward more immersive, thought-led programming within the hospitality sector to better serve the evolving needs of the events and meetings market.

The Pullman xChange Paris event, developed in partnership with The House of Beautiful Business, took place across the Pullman Paris Montparnasse and Pullman Paris Bercy properties. Gathering more than 150 attendees, the two-day immersive program focused on the hidden forces behind performance and creativity. The event featured a diverse lineup of contributors, including loneliness researcher Monika Jiang, systems thinker Laura François, and INSEAD associate professor Gianpiero Petriglieri, who explored themes such as leadership, emotional connection, and creative collaboration.

Following the event, the brand unveiled a new global campaign designed to move beyond traditional hospitality storytelling. Filmed in Dubai and Bangkok, the campaign highlights the energy generated through human interaction and cultural contrast, positioning Pullman properties as centers for spontaneous exchange. According to Benoît Racle, global brand president for Premium at Accor, the brand is evolving its legacy to better connect storytelling and culture with hospitality, creating spaces where ideas and human connection can intersect naturally.

This brand evolution is part of a broader global strategy to increase cultural relevance and guest engagement. Natasha Mohammed, vice-president of global brand for Pullman, noted that the campaign serves as an invitation into moments of curiosity and genuine connection. For the events and conferences sector, this indicates a shift toward venues that prioritize intellectual and creative exchange over simple logistics, reflecting an evolving vision of hospitality that targets thought leaders and cultural innovators.

Pullman’s growth trajectory supports this new vision, with the brand currently operating more than 150 hotels in over 40 countries. With 60 additional properties in the pipeline, the brand is on track to surpass 200 hotels and resorts within the next five years. This expansion focuses on key destinations across Europe, the Middle East, Africa, Asia, and the Pacific, ensuring a significant footprint for the brand’s new experience-led hospitality model as it continues to expand its global reach.