Accor and LVMH now on the same Orient Express train

Accor and LVMH, both owners of trains bearing the Orient Express name, have entered into a strategic partnership to accelerate the development of this brand, according to a press release issued on Thursday.

LVMH is to make a “strategic investment” in Orient Express, the company that operates the Orient Express brand and “future hotels and trains”, as well as in “the entity that owns (two) sailing ships” currently under construction, both of which are owned by Accor, according to the press release, which does not specify the details of this “strategic investment.”

“We are delighted to be joining forces with Accor to accelerate the revival of this icon of travel. Each of our groups will contribute the best of its know-how to take Orient Express to the pinnacle of the art of entertaining,” said Bernard Arnault, CEO of LVMH, quoted in the press release.

“Today, with LVMH, Orient Express is opening a new chapter in this wonderful adventure with the ambition of exploring new horizons and embodying the boldness and creative passion that drive us,” emphasised Sébastien Bazin, CEO of Accor, also quoted in the press release.

“Following its acquisition by Accor in 2022, Orient Express is developing new emblematic projects involving trains, hotels and sailing ships,” according to the press release, which adds that “the rebirth of a historic train and the launch of the first Orient Express sailing ship in 2026 will be the next steps in this new momentum.”

Alongside these launches, the brand also plans to open “its first hotels in Rome and Venice.”

“The first sailing ship is currently under construction at the Atlantic shipyards, and the two groups will continue to work together to find a third partner for this new activity,” it added.

LVMH already owns the Venice Simplon-Orient-Express train, for which it has a long-term licence with SNCF and which remains attached to its Belmond brand, which operates five other trains worldwide.