Orient Express tips

These organizational changes will be effective as of 1 January 2024.

Accor and LVMH have announced a strategic partnership aimed at revitalizing Orient Express, an iconic brand renowned for its luxurious travel experiences dating back to 1883. Originally known for its opulent train journeys, Orient Express is expanding its portfolio to include new ventures in trains, hotels, and sailing ships under Accor’s ownership since 2022.

LVMH and Accor said Thursday they had signed a deal to speed up the revival of the Orient Express brand.

Gilda Perez-Alvarado surprised some hotel industry vets when she joined Accor last October, becoming its chief strategy officer. She switched from being the Global CEO of hotel broker JLL.

Accor is one of the world’s largest hotel operators.

Accor said on Thursday it would appoint Gilda Perez-Alvarado as CEO of Orient Express, its luxury hotel brand, effective January 1.

The current generation of high-spending hotel guests don’t care about your thread counts, fruit baskets or pillow chocolates, says the CEO of one of Accor’s most ornate hotel brands. Raffles boss Omer Acar states that repeat business in luxury hospitality is achieved through intangible, romantic metrics such as personalization, respect and appreciation of ones’ time.

Accor, the Paris-based hotel giant, said on Tuesday that Omer Acar will head its brands Raffles & Orient Express as of March 1. Acar will join Accor’s other brand CEOs in its luxury and lifestyle group (Fairmont, Sofitel & MGallery, and Ennismore) — all of whom report directly to group CEO Sébastian Bazin.

As announced in mid-2022, Accor is now in the process of reorganizing its operational structure into two divisions, the hotel group stated Tuesday.

French hospitality giant Accor plans to grow its business through offering more experiences, as well as “surprising” its guests.

Jean-Jacques Morin, a top executive at Accor, said the company is committed to growing its “augmented hospitality’ offerings and incorporating sustainability into its business strategy.