LVMH Could Take Full Ownership of Orient Express Brand by 2027
The move would unify train, yacht, and hotel experiences under one high-end umbrella.
Photo: Courtesy of Orient Express
LVMH may soon steer the full course of the Orient Express brand. As first reported today by Skift, the luxury conglomerate holds an option to acquire 100% ownership of the storied travel name by 2027, building on the 50% stake it quietly acquired from Accor last year.
The move would consolidate LVMH’s position across luxury travel verticals, allowing it to unify rail, hotel, and soon, yacht offerings under a single vision, potentially eliminating the brand confusion that currently exists between Accor’s Orient Express projects and LVMH’s Belmond-run Venice Simplon-Orient-Express train.
The consolidation could have long-term implications: more cohesive guest experiences, but also potential changes in loyalty access and booking structures. Accor currently uses Orient Express to elevate its luxury footprint and drive aspirational loyalty redemptions, a tactic LVMH may not support given its exclusivity ethos. (Bulgari Hotels, after all, are notably absent from Marriott’s Bonvoy program.)
Under the current arrangement, Accor debuted its La Dolce Vita train in Italy earlier this year and plans to launch the Paris–Istanbul route in 2026. Its first Orient Express hotel, La Minerva, opened in Rome in April, with a Venice outpost expected by year’s end. Sailing yacht itineraries are due to begin in 2026, part of a three-pronged expansion that includes hotels, rail, and maritime travel.
But while Accor has revitalized the brand, ultra-luxury is not its core domain. LVMH, with its Cheval Blanc, Belmond, and Bulgari holdings, is arguably better equipped to manage the high-touch demands of this segment, making a full acquisition both strategic and synergistic.
Still, industry observers note that it’s far from a done deal. Accor may retain some stake to preserve brand association and loyalty benefits. And with the Orient Express name still carrying enormous weight—recognized by 86% of surveyed travelers in Europe and over 70% in the U.S.—neither side will give up control lightly.
If LVMH takes full reins, expect a refinement in positioning, elevated service consistency, and potentially a more exclusive booking pathway, all of which could reshape how Orient Express journeys are sold and experienced.
