ORIENT-EXPRESS has launched the Belmond brand, a new name under which the luxury property owner and operator will market its collection of hotels and travel experiences.
The Belmond brand will come into effect from March 10 and encompass Orient-Express’ portfolio of hotels, trains, safaris and river cruises, with the name to be carried alongside each individual property brand.
A press release issued by the company said Orient-Express expects the new brand to “heighten awareness” about its offerings by making them “easier to recognise, navigate and explore”.
Ralph Aruzza, chief sales & marketing officer, said: “We will support the launch of Belmond with a sizeable investment of US$15 million in enhanced promotional and marketing initiatives. This will include new websites, social media and our first-ever, large-scale advertising campaign.”
