Luxury hotel group Orient-Express Hotels is changing its brand name to Belmond,

effective March 10. Orient-Express Hotels president and CEO John Scott in a statement said the name change is designed to "celebrate the individuality and character of our properties as well as stimulate increased stays across the breadth of our portfolio from our existing client base." He added the new brand would help attract property owners as the company plans to expand its collection via third-party management agreements. Orient-Express, which includes such properties as the Grand Hotel Europe in St. Petersburg and the Hotel Cipriani in Venice, intends to spend $5 million over the next year and $10 million subsequently promoting the new brand, with "new website platforms" and "re-engineered customer relationship management tools," according to chief sales and marketing officer Ralph Aruzza.