Are you ready for the hybrid hospitality paradigm shift?

Whilst visiting Singapore this week for the Asia-Pacific Hotel Investment Conference (HICAP), I had the chance to visit the highly-anticipated Pullman Singapore Hill Street, which opened earlier this month.

This flagship Pullman hotel is poised to become the newest gathering point for modern nomads, aligning perfectly with the post-pandemic world, where travelers’ behaviour has significantly shifted and business and leisure blend more seamlessly.  Pullman Hotels & Resorts, a cornerstone of the Premium Midscale and Economic division, leads the way in shaping the modern travel experience through hyrid-hospitality and holds a central role in the contemporary travel landscape.

Monthly insight: Market trend – When blended travel boosts hybrid hospitality

"Travel is back": This is how the 2023 SKIFT State of Travel report begins. However, the global landscape of travel and hospitality has transformed in the wake of the pandemic, and ‘bleisure’ travelers now constitute a significant part of the market. According to a Deloitte study amongst travel managers, the expected future model will be on an average of 2.2 days per week working from home, three times as much as before the pandemic.

As remote work has become the norm for many business travelers, the hospitality sector finds itself at an exciting crossroads, presenting new opportunities to meet guest expectations and deliver the best hybrid experience.

The rise of Blended Travel

Euromonitor International forecasts that global spending by travelers combining business and leisure is set to double by 2027 compared to 2021. With a surging number of remote workers around the world, the blending of business and leisure travel is on the rise.

In India for example, 72% of remote workers report that they have extended their business trips for leisure purposes. This trend is echoed on a more global scale, with the Traveler Value Index: 2022 Outlook surveying 5,500 adults across eight countries, revealing that 56% of those who often work remotely are now embracing a "bleisure" style trip.

Mixed-Use paired with Hybrid Hospitality

Whilst mixed-use concepts are not new within the hospitality industry, the increasingly blurred lines between business and leisure travel have accelerated this trend, pushing the sector to innovate and optimize hotel spaces to offer guests places to Live, Work & Play.

In addition to meeting expectations of guests, integrating coworking and flexible workplace solutions in a hotel development enables investors to increase their own return on equity. Coworking spaces assist in generating new income streams, optimizing efficient use of space and diversifying risk. Research conducted by Colliers International confirms this, stating that hotels that offer co-working spaces have the potential to increase their turnover by 20%.

Blended travel, working spaces, and flexible space utilization within hotels are all becoming integral to the modern travel experience: yes, the future of hospitality is becoming increasingly hybrid and these trends highlighted in the Skift report reaffirm my belief that Pullman, a pioneering brand within the Accor portfolio, maintains a visionary strategy and positioning  since its relaunch in 2007, aligning with the evolving demands of blended travelers.

Business Case:  Pullman - A brand embracing the era of Hybrid Hospitality 

An interesting fact - Pullman is the oldest brand in hospitality, established in 1867, over 160 years ago with the forming of the Pullman Palace Car Co. which defined luxury travel. Since this time, it has embodied a progressive spirit with a rich legacy of pioneering innovations.

Today, that pioneering spirit is on the move again, with a brand concept that harmoniously aligns with the evolving preferences of travelers, offering a versatile blend at the intersection of culture, entertainment, and business.

With a strong upmarket positioning, the brand facilitates blended business: fusing innovative work and event spaces with vibrant social interactions.

Pullman’s flexible and innovative MICE and business spaces are designed for connections, mixing work and lively social areas so our guests can create, work and connect.  It’s social places and contemporary restaurants, bars and entertainment are designed for the community, welcoming both guests and locals.

For example, at Pullman Montparnasse Paris, everything is designed to meet both ends: rooms and suites provide the ideal setting to prepare for your presentation in style or unwind. Common spaces are also a best-in-class example of space optimization designed to be modular and flexible: from business to entertainment, spaces can adapt and fit the time of the day and guests needs.

Another illustration is Pullman Tbilisi Axis Towers: a perfect blend of lifestyle and design for both business and leisure travelers, offering enhanced experiences in the heart of the city. Set within the iconic Axis Twin Towers, this hotel serves as an ideal hub for modern travelers and explorers, valuing the needs and preferences of the business community.

It's no surprise that Pullman thrives in this era of hybrid hospitality, solidifying its position as a leader.

Milestones to Celebrate – Pullman Singapore Hill Street opened on October 1, 2023

I'm taking the opportunity of the Pullman Singapore Hill Street opening to extend my congratulations to all the teams involved, including General Manager Mazen Abilmona.

This distinguished 5-star property, developed and owned by EL Development Pte Ltd, marks EL Development's inaugural venture into the hotel industry. Situated in the heart of Singapore's central business district, Pullman Singapore Hill Street sets the standard for modern experiences, offering 350 rooms and suites.

A tribute to the brand's heritage in luxury train travel, creatively reimagined with a high-touch hospitality ethos and a modern sense of adventure. Designed by Singapore's DP Architects, the hotel seamlessly integrates with the local landscape, showcasing terracotta-colored tiles, lush greenery, and an extensive glass façade that provides panoramic views.

The rooms, inspired by private railroad cabins, feature plush bedding, open-concept wardrobes, dedicated workspaces, and modular armchairs that transform into single beds. Each room is equipped with smart technology for lighting and temperature control, Nespresso machines, and a Grohe faucet for filtered water.

Pullman Singapore Hill Street offers an array of facilities, including an Executive Lounge, versatile function rooms, an outdoor swimming pool with cabanas, and a Power Fitness gym equipped with Concept 2 machines. The hotel's luxuriant vegetation, intelligent irrigation system, and Chef's Garden, featuring fresh herbs and edible flowers, create a serene environment.