Orient-Express Hotels to launch new brand

Written by FE Online | Mumbai | Updated: Feb 25 2014, 22:21pm hrs
HotelsThe Belmond brand will include a portfolio that now embraces 45 hotel, rail and river cruise experiences.
Orient-Express Hotels, owners and operators of 45 luxury hotel and travel experiences, has confirmed that it will market its collection under a new brand, Belmond, effective March 10, 2014.

The Belmond brand will include a portfolio that now embraces 45 hotel, rail and river cruise experiences. From city landmarks to intimate resorts, the collection includes Grand Hotel Europe in St. Petersburg, Copacabana Palace in Rio de Janeiro, Maroma Resort and Spa on Mexicos Riviera Maya, and El Encanto in Santa Barbara. Belmond also encompasses safaris, six luxury tourist trains including the Venice Simplon-Orient-Express and three river cruises. Orient-Express Hotels also operates 21, one of New Yorks most storied restaurants.

John M Scott, president and chief executive officer, Orient-Express Hotels, said, 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. 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.

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, added Scott.

The company will launch Belmond with an investment of US$15 million in enhanced promotional and marketing initiatives. This investment will include new websites, social media and an advertising campaign.