Pullman Auckland
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The hotel that quickly became known as 'the Big I' soon after its construction in the mid 1960s is now metamorphosing again, this time into one of the Accor group's Pullman hotels, aiming straight at the executive business market. Centrally located, it offers spectacular city and harbour views from many rooms.
Before its new owners took it over in January 2011, the building was New Zealand's first 5-star hotel and took its affectionate moniker from being part of the international Hotel Intercontinental brand. It became a Hyatt about five years after that and had undergone several upgrades and refurbishments since to maintain its high standards as one of Auckland's leading hotels.
Despite those high standards, the new owners have a clear vision of what they want from it and are prepared to spend what is necessary to achieve it.
"It was the Hyatt chain's only hotel in New Zealand and it was trying to fit into several different markets," says Pullman Auckland's general manager, Robin McIntyre. "In contrast, we're aiming directly at the 5-star corporate, including the convention market.
"The Pullman brand is more about a contemporary style of 5-star accommodation for the executive business traveller. We're new attitude hotels, conceived for welcoming and engaging hospitality where guests can check in and chill out," he said.
That means modifying the hotel to specifically suit the needs of the modern business guest. "We've already spent a good chunk of money on modernisation and there'll be a lot more happening in 2012. A good deal of business is now done in hotel lobbies, so we're about to spend nearly $2 million on the front-of-house area, including the bar, to make it more contemporary and give it that Pullman signature. For example, there'll be a new connectivity lounge, conducive to modern business, where guests will have access to everything they need. On the flip side, there'll be attractive, comfortable private zones where travellers can just relax," Mr McIntyre said.
He says even at this early stage, Accor's belief that there was a gap in the Auckland market for such a hotel is already paying off. "We've retained a lot of existing clients but we've been able to successfully grow more corporate and meeting business. Executives have been looking for a hotel that's exceptionally functional but also has high levels of service and style. They're getting a 5-star product with an array of personalised services and innovative technologies without paying for a lot of services they don't really need.
"Since opening as a Pullman, we've had great meetings and events business. The Rugby World Cup was very strong for us and November was a record month for food and beverage revenue. Overall, we've had a very positive first year and it shows that the brand has been well accepted in the Auckland and New Zealand marketplaces. Very quickly, people have understood and enjoyed what we're doing."
Accor Hotels' takeover of the hotel is part of its international strategy to grow its present network of Pullmans from around 60 in major world centres to about 150 in the next two or three years. With 350 guest rooms alone, Pullman Auckland also has 16 purpose-designed meeting rooms, ranging up to the 860 sq metre Princess ballroom.
"In addition, it offers excellent leisure facilities with a fantastic spa and health club," said Mr McIntyre. "It's also in a very good position in Auckland's CBD, next to some key clients. When we took it over, the Hyatt was actually in superb condition. All the rooms had been upgraded in early 2010."
As 2012 begins, Pullman Auckland is likely to see a busy year. Builders are hard at work on some new conference rooms while the lobby improvement is due to start in March.
Rob McIntyre expects trading conditions in general will not be easy but believes his hotel will cope well. "I think without question it's going to be very tough in most sectors and the discretionary spend on travel and leisure may dry up to a degree, but it's been tough in New Zealand for a number of years. We're lucky we have a good product and we're improving it even more. It'll be a challenging year but we're confident we can continue to grow the business and its market share in the Auckland."
Pullman Auckland adds to Accor's current portfolio of Novotel, Mercure, Ibis, All Seasons and Formule 1 hotels in the city. Accor Hotels owns and operates nearly 4,500 hotels worldwide.
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