Orient-Express Hotels to Relaunch as ‘Belmond’

By Paul Joseph

Orient-Express Hotels, owners and operators of 45 luxury hotel and travel experiences in some of the world’s most iconic destinations, has announced that it will market its collection under a new brand, Belmond, from next month.

The launch of the Belmond brand is hoped to heighten awareness of the company’s world renowned collection of hotels, trains, safaris and river cruises by making them easier to recognise, navigate and explore.

“We are excited that we are entering the next chapter in our journey with a name that celebrates our character, resonates with our guests and encompasses the broad scope of our celebrated collection of hotels, river cruises and trains,” said John M. Scott, president & chief executive officer of Orient-Express Hotels.

“Each of our iconic and one-of-a-kind luxury experiences evokes strong customer loyalty and we are extremely proud of the heritage that makes us unique.”

He continued: “The new brand name provides us with a fresh opportunity to tell our story – from romantic journeys across Europe the authentic restored carriages of the Venice Simplon-Orient-Express, to cruising along the undiscovered rivers of Myanmar on our river cruiser, Orcaella, and sunset cocktails on the terrace of our newest hotel, El Encanto."

The launch of Belmond will be supported by a $15 million investment in promotional and marketing initiatives, including new websites, social media and the company’s first ever large-scale advertising campaign.

Belmond’s new website, Belmond.com, will officially launch on 10th March.

By Paul Joseph