Lodging
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.