{"id":199382,"date":"2026-06-30T12:00:41","date_gmt":"2026-06-30T10:00:41","guid":{"rendered":"https:\/\/luxus-plus.com\/?p=199382"},"modified":"2026-06-30T12:00:18","modified_gmt":"2026-06-30T10:00:18","slug":"lvmh-and-accor-are-banking-on-the-orient-express-to-attract-the-new-generation-of-ultra-high-net-worth-individuals","status":"publish","type":"post","link":"https:\/\/luxus-plus.com\/en\/lvmh-and-accor-are-banking-on-the-orient-express-to-attract-the-new-generation-of-ultra-high-net-worth-individuals\/","title":{"rendered":"LVMH and Accor are banking on the Orient Express to attract the new generation of ultra-high-net-worth individuals "},"content":{"rendered":"

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.<\/h4>\n

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LVMH<\/strong> and Accor<\/strong> intend to make the Orient Express <\/strong>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.<\/p>\n

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A first yacht to embody the brand\u2019s rebirth<\/h2>\n

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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<\/strong>, spending on luxury experiences is expected to grow by 9% to 11% this year<\/strong>, compared to just 1% to 4% for traditional luxury goods.<\/p>\n

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Accor CEO S\u00e9bastien Bazin<\/strong> 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.<\/p>\n

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