In Transit Blog: Orient-Express Hotels Gets a New Name

Written By Unknown on Sabtu, 15 Maret 2014 | 17.36

Orient-Express Hotels, more than decade old,  and with  45 luxury hotels, as well as trains, safari camps and river cruises in its collection, got a new name this week: The London-based brand is now called Belmond.

The purpose of the relaunch, according to president and chief executive John Scott, is to bring more awareness to the group as a single portfolio. (The new name is derived from words for "beautiful" and "world." )

"When I became C.E.O. in 2012, I realized that travelers associated with our individual properties such as Cipriani in Venice or Copacabana in Rio but didn't identify with the overall brand," he said. "We were missing the opportunity for guests to know us as a whole and needed one voice."

The makeover includes new websites for each offering, which have a cleaner and more contemporary look, and, unlike before, when the Orient-Express logo was a small footnote, the Belmond logo will be prominently displayed on the sites' home pages.

Mr. Scott said that the change will be financially advantageous for the company but will also benefit its guests. "We will connect with our customers as a collective and be able to do more to build and manage relationships with them," he said.

Belmond said it has spent $15 million on the initiative, which includes the sites, social media and its first large-scale international advertising campaign in magazines, newspapers and online.


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