The iconic hotel and travel company, Orient-Express Hotels have announced they are planning to rebrand themselves as Belmond.
The new branding is expecting to drive growth by attracting new guests and developing their brand loyalty.
The company, who have a collection of quality hotels, river cruises and trains, are planning a £9m campaign to launch the brand on 10th March 2014. The campaign will include news websites, social media and an advertising campaign.
President and Chief Executive, John M. Scott, said, 'Extending our global brand presence by having a name that will be associated as much with our hotels and river cruises as with our celebrated train experiences is a key step in our focus of generating enhanced revenue.'