Orient-Express Group Rebranding
The luxury boutique hospitality group Orient-Express will rebrand their hotels as Belmond this month.
According to the chain the move is meant to create more loyalty amongst their various properties by the use of a common name.
Orient-Express has been unable to gain broad guest recognition to capture synergies that would encourage greater bookings for other hotels within the group.
Belmond will be an umbrella fixture used on top of existing individual hotel names in order to create a more unified approach.
The move is a controversial one, given the legacy of the Orient-Express moniker. Time will tell is it makes sense.