Accor and LVMH have signed a strategic partnership to relaunch the legendary Orient Express brand. This alliance between two French leaders in luxury and hospitality will enable the development of ambitious projects including luxury trains, hotels and cruises.
An alliance of interests between two French flagships. Hotel group Accor and luxury goods leader LVMH announced on Thursday June 13 a strategic partnership aimed at relaunching the legendary Orient Express brand.
This partnership, sealed by a significant investment from LVMH, marks a major step in the development of “new emblematic projects for trains, hotels and sailing ships whose high standards will testify to its exceptional positioning within the world of travel”.
In 2022, hotel group Accor acquired the Orient Express brand from SNCF, with a view to strengthening its “luxury and lifestyle” division.
This collaboration between Accor and LVMH is in line with both groups’ desire to strengthen their presence in the ultraluxury market.
“We are delighted to join forces with Accor to accelerate the revival of this icon of travel. Each of our groups will contribute the best of its know-how to take Orient Express to the pinnacle of the art of entertaining”, said Bernard Arnault, CEO of LVMH. “Orient Express has embodied adventure and elegance since its origins. Its name has become part of our cultural heritage and remains a source of inspiration for the greatest artists”.
Luxury trains, hotels and cruises
The alliance between the two luxury and hospitality giants includes several ambitious initiatives.
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Featured photo : © Maxime d’Angeac Studio
