ACCOR will immediately begin work on a $7 million renovation project to the Sydney Marriott Hotel. The group also plans to rename the property as the Pullman Sydney Hyde Park. Pullman, which ranks in quality as a 5-star brand, will increase the newly named Pullman Sydney Hyde Park’s appeal, with hotel improvements to its public areas and lobby.
ACCOR will also rebrand, and upgrade the Sebel Newcastle Beach, to its Pullman brand, renaming it the Novotel Newcastle Beach, by June 2012. ACCOR assured other Mirvac properties will undergo the Pullman branding.
Michael Issenberg, Chief Operating Officer for ACCOR’s Asia Pacific district, believes by upgrading and renewing its hotels, they’ll breathe new life into the hotel industry, across Australia and New Zealand:
We will be able to add significantly to the competitiveness of the Mirvac hotels once they are fully integrated into the ACCOR network…
When asked how the company will gain profits and stay aggressive, Issenberg said:
The benefits will come from access to our global distribution platform, strong branding, our pre-eminent position in the rapidly expanding Asian markets, and the support of the region’s most experienced and professional workforce. We will particularly focus on expanding our Pullman brand.
Issenberg also stated:
The brand has achieved great traction since launching in 2007 and is now also a major player in Asia Pacific, Europe and South America. In this region, Pullman is currently represented in Sydney, Cairns and Auckland, and with the addition of the former Marriott in Sydney, and with the planned re-branding of a number of existing Mirvac hotels to Pullman, it will become a real force in the Pacific over the next two years.
ACCOR also sold off its Motel 6 chain to the Blackstone Corporation.
Iseenberg anticipated 150 Pullman properties worldwide, will be up and running by 2015, with 60 properties alone within major towns throughout the Asia Pacific.