Accor and LVMH have entered into a strategic partnership to accelerate the development of the Orient Express brand.
Following its acquisition by Accor in 2022, Orient Express is developing new ventures for trains, hotels and sailing ships, with Orient Express planning to revive the train experience, launch the first Orient Express sailing ship in 2026, and open its first hotels in Rome and Venice.
Under the terms of the partnership, LVMH will team with Accor through a strategic investment in the Orient Express brand as it continues its global expansion. Both LVMH and Accor will continue to search for a third partner for the new venture.
Why it matters
This partnership between Accor and LVMH aligns with the growing trend of “slow luxury” where high-net-worth individuals prefer more immersive, slow-paced travel experiences that emphasize quality over quantity, as emphasized by Belmond SVP global brand and marketing, Arnaud Champenois. The revival of the Orient Express perfectly captures this shift towards experiential travel, with its global expansion focusing on hotels, trains and sailing ships a further step in the luxury segment’s journey.
What they said
Bernard Arnault, LVMH group chairman & CEO said: “Orient Express has embodied adventure and elegance since its origins. It epitomizes the art of refined living and the audacity that drives each of our Houses. We are delighted to be partnering with Accor to accelerate the renewal of this travel icon. Each of our groups will bring the best of its expertise to take Orient Express to the pinnacle of the art of hospitality.”
Sébastien Bazin, Accor group chairman & CEO added: “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 audacity and creative passion that drive our groups. We’re delighted to enlist LVMH’s rare expertise to continue pushing further the frontiers of this legend and bringing its embodiment to life in an ever more singular way.”