Orient-Express Hotels will rebrand itself as Belmond from next month.
The company, which has 45 luxury hotels and “travel experiences” worldwide, will change its name on March 10. On the same date, its new website belmond.com will officially launch.
An agreement has been struck with SNCF to retain the world-famous Venice Simplon-Orient-Express train service and name.
The group said it expects to invest $5 million into the new brand during the first year, with a further $10 million over the following four years.
John M Scott, Orient-Express Hotels’ president and CEO, said: “We are excited that we are entering the next chapter in our journey with a name that celebrates our character, resonates with our guests and encompasses the broad scope of our celebrated collection of hotels, river cruises and trains.
“Each of our iconic and one-of-a-kind luxury experiences evokes strong customer loyalty and we are extremely proud of the heritage that makes us unique.”