Marking an important new era in this iconic Company's history, the new name embraces all that is special about this unique travel operator.
The launch of the Belmond brand is expected to heighten awareness of the Company’s exceptional collection of hotels, trains, safaris and river cruises amongst existing and potential new guests by making it easier to recognise, navigate and explore.
“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,” said John M. Scott, president & chief executive officer, Orient-Express Hotels Ltd. “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.”
“The new brand name provides us with a fresh opportunity to tell our story – from romantic journeys across Europe the authentic restored carriages of the Venice Simplon-Orient-Express, to cruising along the undiscovered rivers of Myanmar on our river cruiser, Orcaella, and sunset cocktails on the terrace of our newest hotel, El Encanto.”
”We will support the launch of Belmond with a sizable investment of $15 million in enhanced promotional and marketing initiatives,” said Ralph Aruzza, chief sales & marketing officer. “This investment will include new websites, social media and our first ever large-scale advertising campaign.”
Belmond’s new website, Belmond.com, will officially launch on 10th March. The Belmond name will be prominent alongside each individual property brand, uniting the collection with one clear collective voice.