The flow properties of Xe atoms were investigated in the 1 kW class PPS100-ML Hall effect thruster by means of Doppler-shifted laser-induced fluorescence spectroscopy in the near infrared. Fluorescence spectra of the 6s [1/2](2)(0) resonant level and the 6s [3/2](2)(0) metastable level have been acquired inside and outside the thruster channel under several operating conditions. Analytical treatment and modelling of the measured lineshapes indicate the atom axial velocity increases inside the channel to a value well above the sound speed before decreasing quickly in the near-field plume. Numerical simulations performed with a fluid/kinetic hybrid approach allow us to explain the shape of the velocity profile. Atomic flow acceleration originates in the combination of three processes, namely the selective ionization of slow atoms, the flow expansion and the creation of fast neutrals on BN-SiO2 walls owing to recombination of ions. Deceleration results from the invasion of the atomic jet by slow and relatively cold atoms from the residual background gas and from the cathode. In addition, it is shown that charge-exchange collisions have a non-negligible impact on the atom velocity in spite of the low background pressure in test chambers.