Pullman Hotels & Resorts has unveiled a new global brand campaign as part of its strategy to strengthen its position in the premium hospitality segment and enhance its cultural relevance across international markets.

The campaign was introduced following the second edition of Pullman xChange, the brand’s flagship event held in Paris. The two-day programme brought together more than 150 attendees, including media, creatives, influencers and thought leaders, to discuss themes such as leadership, creativity, collaboration and human connection.

Benoît Racle, Global Brand President, Premium, Accor, said, “Pullman has always been a brand shaped by exchange and new perspectives. We are now evolving that legacy in a way that connects storytelling, experiences, culture, and hospitality. Pullman xChange brings this vision to life — creating spaces where ideas, creativity, and human connection can intersect naturally. This marks an important step in redefining what premium hospitality can look and feel like for a new generation of travellers.”

The campaign is built around the theme Every Exchange Is a Trip and aims to position Pullman as a brand that focuses on creativity, collaboration and cultural exchange. Filmed in Dubai and Bangkok, the campaign highlights human interaction and shared experiences rather than traditional destination-led storytelling.

Natasha Mohammed, Vice President Global Brand, Pullman, said, “At the heart of this campaign is the belief that meaningful exchange can transform how we experience the world. Pullman has always sat at the intersection of people, cultures, and ideas, and this campaign builds on that heritage in a way that feels expressive and culturally connected. Rather than traditional hospitality storytelling, we wanted to create an open invitation into moments of creativity, curiosity, and genuine human connection.”

Pullman currently operates more than 150 hotels across over 40 countries and has more than 60 properties under development. The brand expects to surpass 200 hotels and resorts within the next five years, supported by planned openings including Pullman Hamilton in New Zealand, Pullman Nanjing Binjiang in China and Pullman Casa Bouskoura in Morocco.