{"id":37939,"date":"2018-09-20T10:00:32","date_gmt":"2018-09-20T09:00:32","guid":{"rendered":"https:\/\/www.luxury-hotel-expert.com\/?p=37939"},"modified":"2025-03-24T21:57:26","modified_gmt":"2025-03-24T21:57:26","slug":"accorhotels-challenges-acquiring-orient-express","status":"publish","type":"post","link":"https:\/\/delporte-hospitality.com\/en\/accorhotels-challenges-acquiring-orient-express\/","title":{"rendered":"AccorHotels: The Challenges of Acquiring the Orient-Express"},"content":{"rendered":"<p style=\"text-align: justify;\">I attended the 2017 edition of the ILTM Conference in Cannes, where I had the occasion to discover exciting developments in the luxury hotel world. Luxury hotel brands often play a fine gamble between maintaining a core brand identity through a historically iconic collection while seeking to reinterpret and translate that identity into new locations around the world. One excellent example of a global luxury hotel brand that has done this with great success is the French brand AccorHotels, which recently announced its acquisition of the legendary railway hotel: the Orient Express.<\/p>\n<p style=\"text-align: justify;\">Below you will find my conversation on this subject with Chris Cahill, CEO of Luxury Brands for AccorHotels. He discusses the challenges of integrating the Orient-Express into the brand identity of the larger Accor portfolio.<\/p>\n<h2 style=\"text-align: justify;\"><strong>The challenges of acquiring the Orient-Express<\/strong><\/h2>\n<p style=\"text-align: justify;\">There are many processes involved in refining brand position of an iconic brand. If you look at global research, there\u2019s very high awareness of the Orient Express in almost every market. But if you go a little deeper, it\u2019s tied to the railway, and then it stops. One of the things we\u2019re engaged in, in terms of research but also brand positioning, is making sure that we can leverage this awareness into a hotel space, and that has a lot to do with how we end up treating the physical aspects of the hotel, as well as the service offerings.<\/p>\n<p style=\"text-align: justify;\">I would expect that once we close the transaction, which we\u2019re working on now, there will be a short period of time to get alignment with the shareholders in terms of the positioning. We\u2019d probably look to start going full steam in March. In terms of talking to developers, our Development team are pounding the door every day to ask for more information because people are asking about it from the outside, but we want to make sure we do the appropriate amount of research because we only have one shot at launching the brand.<\/p>\n<p style=\"text-align: justify;\">We want to clear on the best opportunities. We have the Fairmont brand, the Raffles brand, and the Sofitel brand, so we want to make sure that this brand is properly positioned so that it\u2019s not going to cannibalize the others. I would say that in Spring\u2014March or April\u2014hopefully there will be a much more concrete plan in development.<\/p>\n<p style=\"text-align: justify;\">#ILTM #luxuryHotel #delportehospitality<\/p>\n<figure id=\"attachment_38191\" aria-describedby=\"caption-attachment-38191\" style=\"width: 818px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-38191\" src=\"https:\/\/delporte-hospitality.com\/wp-content\/uploads\/AccorHotels-Orient-Express1.jpg\" alt=\"\" width=\"818\" height=\"614\" srcset=\"https:\/\/delporte-hospitality.com\/wp-content\/uploads\/AccorHotels-Orient-Express1.jpg 818w, https:\/\/delporte-hospitality.com\/wp-content\/uploads\/AccorHotels-Orient-Express1-768x576.jpg 768w\" sizes=\"auto, (max-width: 818px) 100vw, 818px\" \/><figcaption id=\"caption-attachment-38191\" class=\"wp-caption-text\">AccorHotels &#8211; Orient Express<\/figcaption><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>I attended the 2017 edition of the ILTM Conference in Cannes, where I had the occasion to discover exciting developments in the luxury hotel world. Luxury hotel brands often play a fine gamble between maintaining a core brand identity through a historically iconic collection while seeking to reinterpret and translate that identity into new locations [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":38190,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[160],"tags":[],"class_list":["post-37939","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hospitality-project-management-architect"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>AccorHotels: The Challenges of Acquiring the Orient-Express - DELPORTE Hospitality<\/title>\n<meta name=\"description\" content=\"Laurent Delporte, French expert of luxury hotels, present The Challenges of Acquiring the Orient-Express\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/delporte-hospitality.com\/en\/accorhotels-challenges-acquiring-orient-express\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AccorHotels: The Challenges of Acquiring the Orient-Express - 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