LVMH partners with Accor to fuel Orient Express growth
Accor’s Orient Express brand — which is perhaps best known for trains but has expanded its sights to hotels and superyachts in recent years — now has a new, ultraluxury partner.
The companies announced Thursday that LVMH, the French conglomerate that manages iconic brands such as Louis Vuitton and Christian Dior, is making a “strategic investment” in Accor’s Orient Express brand. The revived ultraluxury brand is slated to operate three hotels by 2025, as well as two trains and a sailing ship by 2026 (the latter is currently under construction in Saint-Nazaire, France).
“Orient Express is a legend ever since its creation 140 years ago,” Accor group chairman and CEO Sébastien Bazin said in a statement. “With Orient Express, Accor is reinventing the art of travel, discovery and great odysseys. With LVMH today, we are opening a new chapter in this exciting journey, with the ambition of exploring new horizons and embodying the audacity and creative passion that drive our groups. We’re delighted to enlist LVMH’s rare expertise to continue pushing further the frontiers of this legend and bringing its embodiment to life in an ever more singular way.”
Accor acquired the Orient Express brand in 2022, and LVMH’s new involvement is meant to lend its “unique expertise in high-quality products and services.” However, LVMH’s decision to join forces with Accor might be a head-scratcher to some: The company also owns Belmond, which operates the Venice Simplon-Orient-Express train. It would technically serve as a rival to Accor’s Orient Express trains once they begin to roll down the tracks.
But the joint announcement appears to portray LVMH’s Belmond experience as ultimately positive for Accor’s own Orient Express plans, and it highlights the six luxury train offerings Belmond operates around the world.
“These extraordinary experiences reflect the operational expertise and creativity of LVMH Hospitality Excellence in this field,” reads the Accor-LVMH release.
“Orient Express has embodied adventure and elegance since its origins,” LVMH CEO and group chairman Bernard Arnault said in a statement. “Its name has become part of our cultural heritage and remains a source of inspiration for the greatest artists. Orient Express epitomizes the art of refined living and the audacity that drives each of our Houses. We are delighted to be partnering with Accor to accelerate the renewal of this travel icon. Each of our groups will bring the best of its expertise to take Orient Express to the pinnacle of the art of hospitality.”
There is also a likelihood that LVMH sees the deal as an opportunity to reduce the confusion surrounding multiple operators of Orient Express-branded trains around the world. There is an incentive for LVMH to build out a vision for the Orient Express and ensure it maintains the lofty luxury standards that LVMH is known for. Furthermore, the train could serve as a way to promote other LVMH businesses, like Dom Perignon, Veuve Clicquot and its other wine and spirit brands.
“I really don't think LVMH has any ambition to be a major player in travel but sees high-end experiences as synergistic with the rest of the business, so [it] worries less about brand overlap and more about where it can sell its high-end champagne,” said Richard Clarke, a managing director who covers hotels at AB Bernstein, an asset management firm.
There has been industry chatter over the years about whether LVMH will continue to partner with hotel giants like Accor or Marriott to collaborate on more hospitality brands. LVMH has been partnered with Marriott on Bulgari Hotel & Resorts since 2001 (a very light partnership, as the brand does not participate in Marriott Bonvoy) and is now taking advantage of that French je ne sais quoi synergy with Paris-based Accor.
But don’t clock the Orient Express partnership as a signal that you could see more hotel conglomerate tie-ins with LVMH just yet.
“The bullish view is that this is a sign LVMH may be interested in a wider stake in Accor's luxury business, but Orient Express is right at the top end and has the brand crossover,” Clarke added. “I wouldn't read too much beyond this deal.”
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- 4 points per dollar spent on dining at restaurants worldwide and U.S. supermarkets (on the first $50,000 in purchases per calendar year; then 1 point per dollar spent thereafter and $25,000 in purchases per calendar year; then 1 point per dollar spent thereafter, respectively)
- 3 points per dollar spent on flights booked directly with the airline or with amextravel.com
- Packed with credits foodies will enjoy
- Solid welcome bonus
Cons
- Not as useful for those living outside the U.S.
- Some may have trouble using Uber and other dining credits
- You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
- Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
- Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. That’s up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership Rewards® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
- $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American Express® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
- $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American Express® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
- Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.