LVMH Propels Into Luxury Hospitality with Strategic Investment in Orient Express
LVMH Moët Hennessy Louis Vuitton, a recognized leader in luxury goods, has unveiled plans to expand its footprint into luxury hospitality through investment in the Orient Express brand. The move is in partnership with French hotel conglomerate Accor SA, signaling ambitious intentions to augment the revered brand with new trains, hotels, and sailing ships.
Accor SA initially purchased Orient Express in 2022, and while the specific financial details of the LVMH investment haven’t been disclosed, it’s confirmed it covers the operation of future hotels and trains, as well as the ownership of two sailing ships.
“The first ship is currently under construction at Chantiers de l’Atlantique, France, and the two groups will continue to search together for a third partner for this new venture,” the two companies released in their joint statement.
Originally introduced by a Belgian railway company in 1883, the Orient Express, responsible for the legendary Paris to Vienna and Istanbul trips, is an iconic representation of grandeur and elegance in continental European travel.
LVMH’s Group Chairman and CEO, Bernard Arnault, praised the enduring legacy of the Orient Express, calling it a “source of inspiration for the greatest artists” and a symbol of audacious living. Arnault sees the partnership with Accor as an opportunity to elevate this renowned travel icon, drawing on the strengths of both companies to reinvigorate the brand with renewed elegance and innovation.
Looking back, LVMH’s fondness for the Orient Express was evident when Dior rebranded an Orient Express train for its 2017 cruise show at Blenheim Palace, England. LVMH’s interest in the luxury travel and hospitality sector is further highlighted by its $2.6 billion acquisition of the luxury travel operator Belmond Ltd in 2018, which owns six luxury trains, including the Venice Simplon-Orient-Express, and hotels such as the Hotel Cipriani in Venice and the Copacabana Palace in Rio de Janeiro.
The partnership also augments Accor’s presence in the luxury market. Accor Group, which operates over 5,600 properties across more than 110 countries, sees this venture as a move towards “reinventing the art of travel, discovery, and great odysseys,” says Accor’s Group Chairman and CEO, Sébastien Bazin.
Both parties eagerly anticipate the evolution of the Orient Express name. Initial plans include the renovating of the historic Orient Express train, the launch of a new Orient Express sailing ship in 2026, and the opening of new hotels in Rome and Venice. The newfound collaboration endeavors to set luxury standards that will publicize a unique travel experience within the hospitality industry.
