Luxury Brands Partner To Transform The Orient Express

Two renowned luxury brands will revitalize the Orient Express, turning the historic train service into the pinnacle of luxury travel.

Luxury giants Accor and LVMH initiated a partnership that would take the historic Orient Express to new horizons. It aims to breathe new life into the train service as a modern icon of luxury travel. The endeavor will not only honor its storied past, but would also cater to the discerning tastes of travelers around the world. Through both brands’ shared commitment to excellence, they aim to reinstate the beguiling allure of the renowned railway line.

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The Orient Express first voyaged in 1883
The Orient Express first voyaged in 1883/Photo via Instagram @martindarzacq

What Accor will contribute

Accor and LVMH released a joint statement revealing the partnership. The Orient Express is forging ahead with ambitious new projects in trains, hotels, and sailing ships. Reviving the historic train and launching the inaugural sailing ship of the railroad line in 2026 mark the next phase of redevelopment efforts. 

Accor, a French multinational hospitality group, acquired Orient Express in 2022. The brand united its leading collection of luxury brands with a century-old legacy in the hotel and fine dining industries. Brands like Raffles, Fairmont, and Potel & Chabot empowered the company to elevate client experiences, emphasizing excellence and uniqueness. This vision forms the core of the Orient Express initiative.

Accor Group Chairman and Chief Executive Sébastien Bazin said Orient Express drew its roots while remaining focused towards the future. “With Orient Express, Accor is reinventing the art of travel, discovery, and great odysseys. With LVMH today, we are opening a new chapter in this exciting journey, with the ambition of exploring new horizons and embodying the creative passion that drive our groups.”

Accor Group Chairman and CEO Sébastien Bazin looks forward to the partnership between their brand and LVMH
Accor Group Chairman and CEO Sébastien Bazin looks forward to the partnership between their brand and LVMH/Photo via Instagram @hotelivate

Bazin added enlisting LVMH’s expertise is a delight as it would further push the frontiers of Orient Express.

LVMH’s expert involvement

Meanwhile, LVMH will contribute its distinctive expertise in crafting high-quality products and services. The luxury conglomerate has showcased its expertise in travel through the Venice Simplon-Orient-Express and five other trains operated globally by Belmond. These experiences showcase the brand’s operational proficiency and innovation in its every pursuit.

LVMH Group Chairman and CEO Bernard Arnault said that Orient Express has embodied adventure and elegance since its inception in 1883. “Its name has become part of our cultural heritage and remains a source of inspiration for the greatest artists. We are delighted to be partnering with Accor to accelerate the renewal of this travel icon.”

LVMH CEO Bernard Arnault expressed it will be a pleasure collaborating with Accor for Orient Express’ revival
LVMH CEO Bernard Arnault expressed it will be a pleasure collaborating with Accor for Orient Express’ revival /Photo from Wikimedia Commons

Arnault continued, saying the groups will bring their respective edge to take Orient Express to the apex of hospitality excellence.

Orient Express and its new ventures

The joint press release divulged that the historic train is on its way to expanding its projects. These would encompass trains, hotels, and sailing ships, which would set new standards for luxury travel. Its highly-anticipated first sailing ship that will debut in 2026 is a pivotal milestone for the business.

Accor and LVMH’s strategic investment towards Orient Express is crucial as the resources they bring to elevate its offerings and global presence. The train service will further cement a reputation personifying an opulent lifestyle with the help of the two groups. 

Banner photo via Instagram @martindarzacq.

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