Orient-Express Hotels Ltd, owners and operators of 45 luxury hotel and travel experiences in some of the world’s most inspiring destinations, has announced that it will market its collection under a new brand, Belmond, from 10 March, 2014. Marking an important new era in this iconic Company’s history, the new name embraces all that is special about this unique travel operator.
The launch of the Belmond brand is expected to heighten awareness of the Company’s exceptional collection of hotels, trains, safaris and river cruises amongst existing and potential new guests by making it 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, Orient-Express Hotels Ltd. “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 in 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.”
“We will support the launch of Belmond with a sizable investment of $15 million in enhanced promotional and marketing initiatives,” said Ralph Aruzza, chief sales & marketing officer. “This investment will include new websites, social media and our first ever large-scale advertising campaign.”
Belmond’s new website, Belmond.com, will officially launch on 10 March. The Belmond name will be prominent alongside each individual property brand, uniting the collection with one clear collective voice.
About Belmond
Owned and operated by Orient-Express Hotels Ltd., Belmond is a global brand of exceptional hotel and luxury travel adventures in some of the world’s most inspiring and enriching destinations. Established over 30 years ago with the acquisition of Hotel Cipriani in Venice, Belmond’s unique and distinctive portfolio now embraces 45 hotel, rail and river cruise experiences in many of the world’s most celebrated destinations. 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 Mexico’s 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 Ltd. also operates ‘21’, one of New York’s most storied restaurants.
The website orient-express.com will be redirected on March 10 to belmond.com