Four years ago Orient-Express Hotels rebranded as Belmond. They had been licensing the name Orient-Express, and they found that while the name seemed familiar (because of the train) it wasn’t really associated with the chain and didn’t drive bookings. Although it’s not clear that Belmond served them better. Orient-Express is now an Accor brand. And Belmond is putting themselves up for sale. Accor could be a buyer, they’re trying to build the Orient-Express brand and could pick up twice as many hotels as their current 2025 goal and goodness knows they buy everything else. Hyatt is mentioned as a potential buyer, it’s hard to find too many hotel companies that have the resources to acquire a small luxury chain and for whom it would be worthwhile. Big players wouldn’t see three dozen hotels as moving…
