The Orient Express, which began its illustrious journey in 1883, has been synonymous with luxurious and refined adventures. With the acquisition by Accor in 2022, the brand is now poised to launch new ventures, including historic trains, hotels, and sailing ships. The first steps in this renewed effort include the revival of the historic train and the launch of the first Orient Express sailing ship in 2026. Additionally, new hotels in Rome and Venice will soon open their doors, marking the beginning of a selective expansion to global destinations.
Under the terms of the new agreement, LVMH will make a strategic investment in the Orient Express brand. This includes investment in the company that will operate future hotels and trains, as well as the entity that will own the two new sailing ships. The first ship is currently being built at Chantiers de l’Atlantique in France. Both LVMH and Accor are also in search of a third partner to further expand this venture.
LVMH's involvement will bring its unparalleled expertise in high-quality products and services to the table. This expertise is already well-established in the travel world through their Venice Simplon-Orient-Express train and five other trains operated globally by Belmond. These ventures highlight LVMH’s operational excellence and creative prowess.
Accor, on the other hand, boasts a prestigious collection of luxury brands within its Luxury and Lifestyle division, including Raffles, Fairmont, and Potel & Chabot. These brands have a rich heritage and have been rejuvenated to offer clients exceptional and distinctive experiences. This vision is central to the new Orient Express project.
Bernard Arnault, Chairman and CEO of LVMH, expressed his enthusiasm, stating, "Orient Express has embodied adventure and elegance since its origins. It is a cultural icon and an inspiration for the greatest artists. This partnership with Accor will help us elevate Orient Express to the pinnacle of hospitality."
Sébastien Bazin, Chairman and CEO of Accor, echoed this sentiment, saying, "Orient Express is a legend, and with LVMH, we are opening a new chapter in its storied history. Our combined expertise will push the boundaries of this iconic brand and bring its legacy to life in new and exciting ways."
Together, LVMH and Accor are set to take the Orient Express to new heights, combining tradition with innovation to redefine the art of travel and hospitality.
Article source : https://press.accor.com/lvmh-and-accor-join-forces-to-take-orient-express-to-new-horizons/
