LVMH and Accor Partner to Revitalize the Iconic Orient Express Brand

LVMH and Accor Partner to Revitalize the Iconic Orient Express Brand Luxury conglomerate LVMH and global hospitality giant Accor have joined forces to embark on an ambitious project to revive and expand the legendary Orient Express brand. The Orient Express, renowned for its opulent train journeys connecting Europe’s most glamorous cities, has been a symbol of luxury and adventure since its inception in the mid-1800s. LVMH and Accor aim to leverage their combined expertise to create an immersive travel experience that combines the best of both worlds. Under the partnership, LVMH will contribute its creative direction and design expertise, while Accor will provide its operational and hospitality knowledge. Together, they plan to create a series of luxury hotels, trains, and other travel experiences that will capture the spirit of the original Orient Express while adapting it to meet the demands of modern travelers. Luxury Hotels LVMH and Accor intend to establish a collection of Orient Express-branded hotels in key destinations around the world. These properties will embody the brand’s timeless elegance and offer guests an unparalleled level of comfort and service. Revamped Train Journeys The heart of the Orient Express experience remains the iconic train journeys. LVMH and Accor plan to upgrade the existing train fleet and introduce new routes that extend beyond the traditional European itineraries. The trains will feature luxurious cabins, gourmet dining, and exclusive onboard amenities. Additional Travel Experiences Beyond hotels and trains, the partnership will also explore other travel experiences that complement the Orient Express brand. This could include private jet charters, river cruises, and adventure tours inspired by the legendary train journeys. A Modern Interpretation of a Classic While respecting the heritage of the Orient Express, LVMH and Accor aim to create a brand that is relevant to today’s luxury travelers. The focus will be on providing an immersive and multi-sensory experience that combines the glamour and romance of the past with the conveniences and innovations of the present. The revitalized Orient Express brand is expected to launch in phases over the coming years. The first Orient Express-branded hotel is scheduled to open in Venice in 2024, with additional properties and train journeys to follow. The partnership between LVMH and Accor represents a major investment in luxury travel and a testament to the enduring appeal of the Orient Express brand. By combining their strengths, these two industry leaders aim to create a new chapter in the legendary story of the world’s most iconic train journey.Accor and LVMH Partner to Revitalize Legendary Orient Express BrandAccor and LVMH Partner to Revitalize Legendary Orient Express Brand French hotel giant Accor and luxury conglomerate LVMH have announced a strategic partnership to develop the iconic Orient Express brand. LVMH will make a significant investment in the Orient Express brand, the company operating future hotels and trains, and the entity owning two luxury sailing ships. Accor, which acquired the brand in 2022, will continue to lead the venture, seeking a third partner. The first Orient Express vessel is under construction in France, and the partnership aims to expand the brand’s presence worldwide. The Orient Express, a legendary luxury train service that ran from 1883 to 1977, symbolized the height of travel sophistication. Its revival will offer a unique experience, blending history and modern luxury. Accor’s chairman and CEO, Sebastien Bazin, expressed his excitement about the collaboration, stating that Orient Express has been an inspiration for generations. “Together with LVMH, we will embark on a new chapter, exploring new horizons with boldness and creative passion.” Bernard Arnault, LVMH’s chairman and CEO, highlighted the partnership’s goal of revitalizing the travel icon. “Orient Express represents the art of refined living and the daring spirit that drives our brands.” Accor plans to open Orient Express luxury hotels in Rome and Venice. The first sailing ship is set to launch in 2026, joining the Venice Simplon-Orient-Express train service currently operated by LVMH’s subsidiary, Belmond. The partnership between Accor and LVMH is expected to accelerate the renewal of the Orient Express brand, redefining luxury travel for a new era.Luxury conglomerate LVMH and hospitality giant Accor are joining forces to develop the iconic Orient Express brand into a new line of luxury hotels. The partnership will combine LVMH’s expertise in luxury goods and experiences with Accor’s global hotel network and operational capabilities. The first Orient Express hotel is scheduled to open in Rome in 2024, followed by hotels in Venice, Paris, and Istanbul. The hotels will be designed to evoke the glamour and romance of the legendary train, featuring opulent interiors, fine dining, and exclusive amenities. In addition to hotels, the partners plan to develop Orient Express-branded residential properties, retail stores, and other lifestyle experiences. They believe that the Orient Express brand has a strong appeal to affluent travelers and luxury consumers around the world. The partnership between LVMH and Accor is a significant development in the luxury travel market. It brings together two of the world’s leading companies in their respective fields, and it is likely to result in a new level of luxury and exclusivity for travelers.