Interview: Behind Belmond’s Rebrand of Iconic Orient-Express Name

Jettisoning one of the most storied hotel brands in history comes with its detractors. When the Orient-Express collection of hotels, trains and riverboats was rebranded as Belmond in February, more than a few people questioned or lamented the decision. Airbnb hospitality guru Chip Conley, for example, tweeted “What a branding mistake!!!” People are sometimes going to look at a brand reinvention of this magnitude sideways, but the simple fact is that the Orient-Express flag was tired. Bearing a name conjuring up images of Kipling, Conrad, and other nostalgic detritus of British Imperialism, it tracked zero with younger generations, and not very well with older travelers either. "Belmond"—combining the French words for “beautiful” and “world”—delivers a branding sweet spot marrying the required gravitas and breezy international esprit. Of primary importance to the company's top brass, they wanted a name that didn't take itself too seriously. Also, unlike the