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Le Manoir aux Quat'Saisons to be renamed in re-branding push

24 February 2014 by
Le Manoir aux Quat'Saisons to be renamed in re-branding push

The Orient-Express name will be dropped from its 45 luxury hotels and travel experiences, which includes safaris and three river cruises, from 10 March. It will only be retained on the Venice Simplon-Orient-Express train, for which the company holds a long-term licence from the French rail company SNCF to operate the name.

Orient-Express Hotels said the re-branding was an opportunity it create greater awareness of its various businesses under the name Belmond, which is the Latin word for "beautiful world".

John Scott, president & chief executive of Orient-Express Hotels, said: "We are excited that we are entering the next chapter in our journey with a name that celebrates our character, resonates with our guests and encompasses the broad scope of our celebrated collection of hotels, river cruises and trains.

"Each of our iconic and one-of-a-kind luxury experiences evokes strong customer loyalty and we are extremely proud of the heritage that makes us unique."

The launch of the Belmond brand is to be accompanied by a $15m (£9m) investment marketing activity to include new websites, social media and the company's first large-scale advertising campaign.

The Belmond name will be prominent alongside each individual property brand, which includes such renowned names as the Hotel Ciprani in Venice and Reid's Palace in Madeira.

A majority stake in Le Manoir - established by Raymond Blanc in 1984 - was acquired by Orient-Express in 2002 from Richard Branson's Virgin Hotels for £27.5m.
Blanc is a vice-president of Orient-Express Hotels.

Refinancing of Le Manoir is agreed with Barclays >>

Le Manoir's owner Orient-Express Hotels is subject of an unsolicited bid >>

Le Manoir waiter wins 2014 Gold Service Scholarship >>

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