LVMH and Accor are accelerating the development of the Orient Express by capitalizing on a profound shift in the expectations of the wealthiest clients. Through yachts, hotels, and exceptional trains, the two partners aim to make the brand a symbol of experiential luxury.
LVMH and Accor intend to make the Orient Express much more than just a brand associated with the famous luxury train. The two French groups are now developing a full-fledged ecosystem dedicated to high-end experiences, with the goal of meeting the new expectations of the wealthiest clients, particularly those in the technology and artificial intelligence sectors.
A first yacht to embody the brand’s rebirth
This strategy is based on an observation shared by industry players: the wealthiest consumers now place greater value on exclusive experiences than on the accumulation of material goods. According to a study by Bain & Company, spending on luxury experiences is expected to grow by 9% to 11% this year, compared to just 1% to 4% for traditional luxury goods.
Accor CEO Sébastien Bazin believes this trend is particularly pronounced among the ultra-high-net-worth individuals. According to him, when net worth reaches very high levels, the pursuit of social recognition and unique experiences takes precedence over the purchase of new luxury goods.
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Featured photo : © Accor
