The Orient Express travel company, which incorporates a range of hotels, trains and river cruises, is to be renamed as Belmond from March 10.
The company will retain its long-term license agreement with SNCF, the French transportation company that owns the Orient-Express trademark, for the Venice Simplon-Orient-Express train.
This will be the only service that retains the Orient-Express name, as from March 10, all hotels and other services will come under the Belmond brand after the company agreed with SNCF to terminate the existing Orient-Express license for hotel use without any cost or penalty
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According to the company, the name Belmond was chosen to celebrate the diverse collection of destinations and adventures which they offer.
The new brand is also to embrace romantic journeys on the Venice Simplon-Orient-Express and voyages along remote rivers in Myanmar, the citadel of Machu Picchu and sunset cocktails at El Encanto, the company’s new Santa Barbara hotel.
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