By Elsie Kamsiyochi
The legendary Orient Express brand is entering a new era of ultra-luxury travel, with owners LVMH and Accor betting that the rapid rise of technology and artificial intelligence entrepreneurs will fuel demand for exclusive experiences worth tens of thousands of euros.
The companies are repositioning the historic brand to appeal to the world’s newest generation of billionaires, many of whom have amassed vast fortunes through artificial intelligence, technology, and digital innovation. Their latest offering is the Orient Express Corinthian, a giant luxury sailing yacht that will cruise the glamorous French and Italian Rivieras, offering guests an experience that combines world-class hospitality, fine dining, luxury shopping, and personalized services.
Originally famous for its iconic 19th-century rail journeys across Europe, Orient Express has been transformed into a luxury lifestyle brand through a partnership between French hospitality giant Accor and luxury conglomerate LVMH, owner of prestigious brands including Louis Vuitton, Dior, Hennessy, and Guerlain. The venture now includes luxury hotels, an upcoming revival of the famous Art Deco train, and two ultra-luxury sailing yachts designed for the world’s wealthiest travelers.
Accor Chief Executive Sébastien Bazin believes the explosion in wealth created by artificial intelligence and the technology sector is creating a completely new customer base. According to Bazin, today’s billionaires are becoming less interested in collecting expensive possessions and more focused on purchasing unforgettable experiences that enhance their social status and create lasting memories.
He explained that once individuals reach extreme levels of wealth, owning additional houses, luxury cars, or designer watches no longer provides the same satisfaction. Instead, they seek exclusive opportunities that cannot easily be replicated, whether that means attending invitation-only global events, sailing aboard private luxury vessels, or enjoying highly personalized travel experiences unavailable to most people.
Industry data appears to support this shift. A recent study by consulting firm Bain & Company forecasts that spending on high-end luxury experiences will grow between 9% and 11% this year, significantly outpacing growth in traditional luxury goods such as handbags, jewelry, fashion, and watches. The findings reflect a broader trend across the luxury industry as affluent consumers increasingly prioritize experiences over material possessions.
The growing number of ultra-high-net-worth individuals—particularly in the United States and other technology hubs—has created strong demand for premium travel, private aviation, mega-yachts, and exclusive access to global events such as the Cannes Film Festival and the Monaco Formula One Grand Prix. Orient Express intends to position its yacht as a centerpiece of that lifestyle.
The Orient Express Corinthian has been specifically designed to deliver an unmatched level of luxury. Four-day voyages begin at approximately €25,000 for entry-level suites, while the ship’s premium duplex penthouses offer significantly more lavish accommodations. Guests can enjoy treatments in a Guerlain beauty salon, sample Hennessy cognac in elegant lounges, dine in gourmet restaurants, and experience personalized services throughout their voyage. Many of the amenities prominently feature LVMH’s portfolio of luxury brands, reinforcing the company’s presence beyond traditional retail.
Executives also revealed new details about the partnership between Accor and LVMH. Both companies hold reciprocal buyout options that would allow either side to acquire the other’s stake in Orient Express in the coming years. While no decision has been made, industry observers believe LVMH would be the more likely buyer due to its significantly larger financial resources and long-term strategy of expanding into luxury hospitality and experiential travel.
Although neither company has disclosed the venture’s profitability, Orient Express’ collection of luxury assets—including hotels, yachts, and future rail operations—is estimated to be worth around €1 billion.
For Accor, expanding into luxury experiences represents an important growth opportunity as its mainstream hotel brands have experienced slower growth in recent years. For LVMH, the investment reflects a broader shift within the luxury industry, where brands are increasingly looking beyond products and focusing on premium experiences that strengthen customer loyalty and generate new revenue streams.
Hospitality experts believe the future of luxury lies in exclusivity rather than ownership. Wealthy travelers increasingly seek unique experiences that offer prestige, privacy, and access to elite social circles. By reviving one of the world’s most iconic travel brands and combining it with modern luxury, LVMH and Accor are positioning Orient Express to capture a rapidly expanding market shaped by the rise of AI entrepreneurs and a new generation of global billionaires.
Source Reuters