Orient-Express Hotels are rebranding its luxury hotels and travel products with the launch of the new Belmond brand name.
The change will take effect from March 10, 2014, designed to increase brand recognition and drive growth, according to the company.
The Belmond brand will be backed by a $5 million marketing campaign in the first year to promote brand recognition, with an additional $10 million spent over subsequent years.
This will include new website platforms and the company’s first ever large scale media campaign.
The move is to give the company control over its own brand name.
The Orient-Express trademark is licensed to French rail operator SNCF and the Venice Simplon-Orient-Express train will continue to operate under this name.
"Migrating from a licensed brand to one which we own and control will deliver an additional benefit to the company as it will enable us to invest with confidence in our brand," said John M. Scott, CEO of Orient-Express Hotels.
The company had reached an agreement with SNCF to discontinue the Orient-Express name for its portfolio of luxury hotels.
