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WHY INVEST IN ORIENT EXPRESSAccor Global Development BrochureQ1 2022
POSITIONINGUSP’SBRAND PIPELINEBRAND MARKERSCOMMUNICATIONPERFORMANCEHOTEL DEVELOPMENTDESIGN & TECHNICAL SERVICESWhere travel beginsYour journey on board Orient Express starts at the verymoment you arrive. An intriguing voyage transporting youfrom day to night, present to past, East to West and back again.For Orient Express, the essence of Travel is a moment beyondgeography and time. It is a Journey to elsewhere.2
POSITIONINGUSP’SBRAND PIPELINEBRAND MARKERSCOMMUNICATIONPERFORMANCEHOTEL DEVELOPMENTDESIGN & TECHNICAL SERVICESI/ Where ultra-luxury travelbeginsOrient Express presents a strong globalpipeline with brand development linkingtrains and hotels, providing guests with allthe elements needed for their ultra-luxuryjourneys to begin.II/ Inspired by the MythOrient Express is a myth which goes back to1883 – since then, the internationallyrenownednamehasalwaysbeensynonymous with travel, luxury andrefinement. Today, the brand is offering aresolutely modern interpretation of this Myth.III/ Art of TravelOrient Express invites you to explore areinvented Art of Travel, as the brand willsoon propose its own range of products,some of which will be created through strongpartnerships and collaborations. This Art ofTravel will be available in hotels and beyond.IIIIII3
POSITIONINGUSP’SBRAND PIPELINEBRAND MARKERSCOMMUNICATIONPERFORMANCEHOTEL DEVELOPMENTDESIGN & TECHNICAL SERVICESAD Intérieurs, 2019STRONGBRAND VALUESTRONG INTERNATIONALAWARENESSOverall brand awarenessThe name "ORIENT EXPRESS" enjoysincredible brand awareness aroundthe world, with an averageawareness of 86% in Europe (up to91% in UK) and more than 60% inkey feeder markets (China, USA,Russia).Awareness as a hotel brandAs a hotel brand, Orient Express hasalready a relative high brandawareness before launch, with anaverage of 30% awareness.INSPIRATIONALCULTURAL INFLUENCEOrient Express benefits from an importantcultural aura, due both to the works based onthe myth:-Book Fashion Eye Orient Express withLouis Vuitton (2019)Documentary In search of the OrientExpress for Arte & BBC (2018)Movie Murder on the Orient Express byKenneth Branagh (2017)Etc.And to the events carried by the brand:-AD Intérieurs, Paris (2019)Once Upon A Time on The Orient Express,Singapore (2020)Rencontres de la photographie, Arles(2021)4
POSITIONINGUSP’SBRAND PIPELINEBRAND MARKERSCOMMUNICATIONPERFORMANCEHOTEL DEVELOPMENTDESIGN & TECHNICAL SERVICESINVESTORS’ ASSURANCEI/ 140 years of brand heritageA multicultural heritage since 1883, date of thetrain's maiden voyage from Paris to IstanbulII/ Cross-cultural perceptionOrient Express is a universal name, perceived asa bridge between East and WestIII/ Finest design & craftsmanshipOrient Express still collaborates with exceptionaldesigners, artists and craftsmenIV/ Etiquette & outstanding serviceInspired by former conductors and staff, theOrient Express hotels teams deliver anoutstanding luxury serviceIIIIIIIV5
POSITIONINGUSP’SBRAND PIPELINEBRAND MARKERSCOMMUNICATIONGLOBAL PIPELINEOrient Express welcomes travelers driven by curiosity and the desire toencounter other landscapes and other cultures.Orient Express presents a global pipeline with a strong brand development inboth ultra-luxury hotels and trains, their global destinations perceived as abridge between Occident and Orient.PERFORMANCEHOTEL DEVELOPMENTDESIGN & TECHNICAL SERVICES
POSITIONINGUSP’SBRAND PIPELINEBRAND MARKERSCOMMUNICATIONPERFORMANCEHOTEL DEVELOPMENTDESIGN & TECHNICAL SERVICESIN THE PIPELINEperceived as a bridge between East and WestLondonParisVeniceRome & La Dolce VitaIstanbulRiyadhIn the pipelineUnder active negotiation7
POSITIONINGUSP’SA STRONG BRAND Orient Express hotels will be linkedby a strong common thread,especially in terms of services andexperiences. ENCAPSULATING UNIQUEIDENTITIESThe Orient Express brand willpropose a collection of hotels.Properties will present a sense ofdiversity, always linked to thedestination and reflecting its soul.HOTEL PIPELINEBRAND MARKERSCOMMUNICATIONPERFORMANCEHOTEL DEVELOPMENTDESIGN & TECHNICAL SERVICESBRAND POSITIONINGOrient Express is a preciouscollection of destinations forcaptivating escapadeswith 10 prestigious addresses by 20308
POSITIONINGUSP’SHOTEL PIPELINEBRAND MARKERSCOMMUNICATIONPERFORMANCEHOTEL DEVELOPMENTDESIGN & TECHNICAL SERVICESTHE FIRST ORIENT EXPRESS HOTELto open in Rome in 2024Orient Express chose Rome, "the EternalCity" as the first destination for its collectionof hotels. The inauguration is set for the endof 2024. Orient Express RomeUltra-LuxuryADR 1000 /night92 keys, including 34 suites600m2 roof-top with a breathtaking viewof RomeWagon-Bar (Orient Express secret barconcept)Orient Express by Guerlain Spa9
POSITIONINGUSP’SHOTEL PIPELINEBRAND MARKERSCOMMUNICATIONPERFORMANCEHOTEL DEVELOPMENTDESIGN & TECHNICAL SERVICESORIENT EXPRESS DIRIYAH GATEOur first entry in the Middle EastA management agreement has been signedto open an Orient Express hotel in thedistrict of the upcoming Diriyah Gate masterdevelopment, an iconic destination set tobecome Saudi Arabia’s foremost historiccultural and lifestyle destination.Showcasing numerous opportunities to linknomadic design, unexpected encounters,and the spirit of the Orient Express brand,the hotel is set to open in 2025. Ultra-Luxury80 keysOrient Express by Guerlain SpaADR 1000 /night10
POSITIONINGUSP’STRAIN PIPELINEBRAND MARKERSCOMMUNICATIONPERFORMANCEHOTEL DEVELOPMENTDESIGN & TECHNICAL SERVICESREVEAL OF A LUXURY TRAINOrient Express La Dolce VitaAccor and Arsenale have partneredto bring Orient Express La DolceVita, fully operational by 2023. Theroutes will welcome passengers on6 trains with several iconicitineraries on a leisurely-paced tourfrom Northern to Southern Italy,across 14 regions, and beyond,including3internationaldestinations from Rome to Paris,Istanbul, and Split.LUXURY TRAINSAt the heart of the rebirthof Orient Express.with several operational trains by 2030 6 trains Ultra-Luxury 18 Suites, 12 Deluxe per train ADR 2000 /pers/nightA magical stopover in Rome willfeature the very first Orient ExpressHotel, Minerva, scheduled to openin 2024.11
POSITIONINGUSP’STRAIN PIPELINEBRAND MARKERSCOMMUNICATIONPERFORMANCEHOTEL DEVELOPMENTDESIGN & TECHNICAL SERVICESOrient Express La Dolce Vitaby Dimorestudio12
POSITIONINGUSP’STRAIN PIPELINEBRAND MARKERSCOMMUNICATIONPERFORMANCEHOTEL DEVELOPMENTDESIGN & TECHNICAL SERVICESTHE REBIRTH OF A LEGEND :NOSTALGIE-ISTANBUL-ORIENTEXPRESSIn 2014, Orient Express discovered a trainabandoned at the Belarus-Polish border:thirteen iconic original Orient Express bluecars, with Lalique glass panels and Proumarquetry.After four years of negociations, theacquisition of the cars by Orient Express isfinalized. The convoy crosses Poland andGermany to reach the Clermont-FerrandRailway Construction Workshops.Once the renovations are done, the NostalgieIstanbul-Orient-Express will offer passengersnew horizons. Reveal soon.13
POSITIONINGUSP’SBRAND PIPELINEBRAND MARKERSCOMMUNICATIONDESIGNPERFORMANCEHOTEL DEVELOPMENTDESIGN & TECHNICAL SERVICESBRAND PASSIONSI/ Nomadic DesignAt Orient Express, always on the movecitizen of the world experience a designcombining state of the art refinement andinnovativemodularitytocreateunpredictable atmospheres.II/ Unexpected EncountersAt Orient Express hotels you never knowwhat discoveries you are going to make orwho you are going to run into, but you knowit will be enriching.III/ Spirit of the Orient ExpressA stay at Orient Express is the exploration ofa myth built upon a historical legacy andstories from bigger-than-life travelers.IV/ Elemental WellbeingIIIIIIIVOrient Express hotels offer a selection ofrituals and treatments going back to theroots of the ottoman baths tradition to helpyou reach serenity.14
POSITIONINGUSP’SBRAND PIPELINEBRAND MARKERSCOMMUNICATIONPERFORMANCEHOTEL DEVELOPMENTDESIGN & TECHNICAL SERVICES4 SIGNATURE PROGRAMSactivating the 4 Brand PassionsI/ The Great TransformationEach day, as night falls, the hotel reveals itself.The mood shifts from local exoticism to moreintimate, more mysterious atmospheres. All fivesenses are re-evoked, with changing light, scent,design, sound and experience.II/ A Cast of CharactersOrient Express commits to bringing gueststogether with distinct personalities that have astory to tell and experiences to share. TheOrient Express staff and their generousattentions become the highlight of the guestexperience.III/ Wagon-BarInspired by the original train design, theWagon-Bar takes guests on a journey throughtime, once they’ve uncovered the mystery of thebar’s secret location.IV/ Orient Express Spa by GuerlainIIIIIIIVInspired by past traditions and Ottoman baths,Orient Express Spa learns from ancient wisdomto offer timeless rituals in places of extremeindulgence. This holistic concept is developedthrough an exclusive partnership with Guerlain.15
POSITIONINGUSP’SBRAND PIPELINEBRAND MARKERSCOMMUNICATIONPERFORMANCEHOTEL DEVELOPMENTDESIGN & TECHNICAL SERVICESIconic UniformsThe Doorman is an emblematic characterof Orient Express hotels, and as such,he/she is the first person to greet theguest, in front the hotel.His/her uniform is reminiscent of the trainlegacy, with stopovers of the trainrepresented by embroidered escutcheonsalong the right arm.The Doorman outfit is the same in everyOrient Express hotel.Arrival& DepartureStriking TransportationCast of CharactersAs a travel brand, it would besurprising not to provide the guest witha means of transport for his/her arrival& departure.A “cast” of unique characters lead theguest experience. Each one handpickedfor their charisma, sophistication andcharm. They guide guests on theirjourney from the moment they arrive.Each hotel offers an unexpected,distinctive form of transportation,inspired by the brand’s roots or thedestination.A classic, precious vehicle that alsotakes pride of place outside or in closevicinity to the hotel’s entrance.On their arrival, guests will meet theOrientor – literally the character who“orientates” the guest during their stay.He/she is the face of the hotel and theambassador for the brand.16
POSITIONINGUSP’SBRAND PIPELINEBRAND MARKERSCOMMUNICATIONPERFORMANCEA Storied CollectionIconic PlaylistAn eclectic variety of artworksand objects displayed acrossthe hotel, created to feel likethe collection of a curious,worldly traveller.An iconic compilation of musicevoking journeys and alldestinations explored or yetto be explored by thesophisticated adventurer.This collection includes localart and collectiles, as well astravelmemorabiliaandoriginal artefacts related tothe train.This playlist is created by thefamous duo Polo&Pan and willinspire the musical identity ofOrient Express hotels.HOTEL DEVELOPMENTDESIGN & TECHNICAL SERVICESPublicSpacesThe GreatTransportationInspired by the physicaltransformation of the trainfrom day to night, the GreatTransformationisanimmersive, almost theatricalscene change that takes placein each hotel’s main publicspace – ideally in the lobby.Nomadic TrunksIconic ScentDistinct luxury trunks aredisplayed around the hotel toprovide a range of serviceswith nostalgic elegance.Thierry Wasser brought hisyears of experience in creatingthe signature scent of OrientExpress,reminiscingajourney between Orient andOccident.Created in partnership with alocal craftsman or brandpartnership, Orient Expresshotels showcase a variety ofdifferent sized and shapedtrunks.This Iconic Scent will bediffused in the hotel, and willintensify every evening, atdusk.17
POSITIONINGUSP’SBRAND PIPELINEBRAND MARKERSCOMMUNICATIONPERFORMANCEHOTEL DEVELOPMENTDESIGN & TECHNICAL SERVICESA Storied CollectionA Storied Collection reaches the guestrooms, andthus continues telling stories.Some artworks are also displayed in guestroomsor suites, to keep the heritage alive even in thesemore private spaces.GuestRoomsThe Great TransformationThe Great Transformations continues into theguest rooms, with a special “turn-up”: a transitionto create the perfect setting for guests to return toafter daytime activities and prepare for theevening ahead.The guest room transformation mirrors thechanges that take place in the lobby.18
POSITIONINGUSP’SBRAND PIPELINEBRAND MARKERSCOMMUNICATIONPERFORMANCEHOTEL DEVELOPMENTDESIGN & TECHNICAL SERVICESIconic TeaOrient Express Teas will bring together tea blendsfrom different regions and cultures, all with theirstories relating.These blends will be selected with Master Tseng,officiating as a true custodian of the ancient Wayof Tea.F&BWagon-BarThe Wagon-Bar is a speakeasy reminiscent of abygone era, a private lounge for exchangesbetween like-minded travellers. It is certainly themost literal translation of the mythical trainexperience, with furniture, craftsmanship andmaterials similar to the ones found in the OrientExpress, not to mention its warm atmosphere –and a subtle touch of mystery.On the menu: vintage pours and classic cocktails,with a focus on a specialty drink (e.g. cognac bar,champagne bar, etc.)19
POSITIONINGUSP’SBRAND PIPELINEBRAND MARKERSCOMMUNICATIONPERFORMANCEHOTEL DEVELOPMENTDESIGN & TECHNICAL SERVICESOrient Express Spaby GuerlainWellnessFacilitiesInspired by past traditions and Ottoman baths,Orient Express Spa learns from ancient wisdom tooffer timeless rituals in places of extremeindulgence.&This holistic concept is developed through anexclusive partnership with Guerlain.Since the creation of “L’Institut” at 68 ChampsElysées in Paris, Guerlain has been nurturingunique, expert and pioneering know-how,combining traditional treatments with constantlyupdated breakthrough techniques.Its Made-To-Measure treatment is a foray into ahaven of tranquillity that awakens the senses.20
POSITIONINGUSP’SBRAND PIPELINEBRAND MARKERSCOMMUNICATIONPERFORMANCEHOTEL DEVELOPMENTDESIGN & TECHNICAL SERVICESArtisan in ResidenceOrient Express welcomes residence craftsmen andartists into its hotels. Each one is handpicked fortheir connection to the destination, the localculture and its distinct savoir-faire.This exclusive presence of the artisan within thehotel is the opportunity to give publicdemonstrations, to exhibit the craft works withinthe hotel itself, or even to offer certain pieces forsale.LeisureFacilitiesOrient ExpressExplorationsInspired by George Nagelmackers’ vision, OrientExpress properties blur the lines between hoteland travel agency to offer exceptional, tailoredexperiences within and outside their walls.Three categories of Explorations are offered:1)2)3)Tailored MomentsExplore with a LocalOut of Time Experiences21
POSITIONINGUSP’SBRAND PIPELINEBRAND MARKERSCOMMUNICATIONPERFORMANCEHOTEL DEVELOPMENTDESIGN & TECHNICAL SERVICESA GREAT BRAND AWARENESSaround the aThe name "ORIENT EXPRESS" enjoys incredible brand awareness around the world. Thebrand is notably associated with the words "travel", "luxury" or "refinement".BCG quantitative research among 3500 respondents in France, UK, US, Germany, Russia, China and Middle East number of country associations as % of respondents aware of the Orient Express name.22
POSITIONINGUSP’SBRAND PIPELINEBRAND MARKERSCOMMUNICATIONPERFORMANCEHOTEL DEVELOPMENTDESIGN & TECHNICAL SERVICESBRAND PERCEPTIONA myth more alive than everAgatha Christie's novel, which related theinvestigation of her fetish hero – detectiveHercule Poirot – in the legendary train, hadpreviously received a film adaptation, directedby Sidney Lumet in 1974.In December 2017, the release of KennethBranagh's version of “Murder on the OrientExpress” shows how vivid the myth still is inpeople's minds. Orient Express was naturally anofficial partner of the movie.The latter has earned more than 350 millionworldwide (on a 55m budget).Murder on the Orient Express by Kenneth Branagh, 201723
POSITIONINGUSP’SBRAND PIPELINEBRAND MARKERSCOMMUNICATIONPERFORMANCEHOTEL DEVELOPMENTDESIGN & TECHNICAL SERVICESBRAND PERCEPTIONA powerful cultural presenceInthe past fewyears,OnceOrienthas Express at the IMA, Paris2014Exhibitionupon aExpresstime the Orientworked to promote the culture of the mythicaltrain. This has resulted in several events andworks:2016Exhibition at the FIAC, Paris2017Book Orient Express: Legend of Travel, Assouline Editions2017Orient Express ou la naissance du rêve ferroviaire,Albin Michel Editions2017Partnership with the movie Murder on the Orient Express2018Documentary Orient Express, le voyage d’une légende2019Louis Vuitton Fashion Eye – Orient Express by Sarah Moon2020Exhibition Once Upon A Time on The Orient Express in Singapore2021Exhibition at the Rencontres d’Arles photography festivalFashion Eye Orient Express, 201924
POSITIONINGUSP’SBRAND PIPELINEBRAND MARKERSCOMMUNICATIONPERFORMANCEHOTEL DEVELOPMENTDESIGN & TECHNICAL SERVICESINSTAGRAM@orientexpress24K followers 5K followers in 2020Orient Express continues to createengagement, while celebrating the refinedsense of travel peculiar to the brand.As the preferred social media of the brand,Instagram will naturally host a majorcommunication campaign in order to arousepublic interest.25
POSITIONINGUSP’SBRAND PIPELINEBRAND MARKERSCOMMUNICATIONPERFORMANCEHOTEL DEVELOPMENTDESIGN & TECHNICAL SERVICESBRAND WEBSITEA glimpse atwww.orient-express.comHighly inspirational, the stand-alonewebsite of the brand launched in2020 features all its distinct activities:starting with its hotels, but also thetrain, the heritage, a "High-Life"page (brand content) and an e-shopto come.26
POSITIONINGUSP’SBRAND PIPELINEBRAND MARKERSCOMMUNICATIONPERFORMANCEHOTEL DEVELOPMENTDESIGN & TECHNICAL SERVICESCENTRAL BRAND DELIVERY POWERED BY ACCORFor Luxury brands, Room Night basedLOYALTY 16%66,7%FOCUS WEB(ACCOR WEB WEB PARTNER)2,5M ROOM NIGHTS 478M ROOM REVENUEB2B GLOBALSALES (incl. GDS)22%CENTRAL BRAND DELIVERY: CBD (%)CBD (Central Brand Delivery) measures the business in room nights brought by Accor to the hotel through the 3 main group levers: Distribution (through Central Reservation System - CRS), Loyalty & Sales.A 70% CBD means that 70% of the room nights of a hotel are driven by Accor & Brand Sales, Distribution (all channels powered by the CRS) & Loyalty ecosystem.
POSITIONINGUSP’SBRAND PIPELINEBRAND MARKERSCOMMUNICATIONPERFORMANCEHOTEL DEVELOPMENTDESIGN & TECHNICAL SERVICESDIRECT BOOKINGS : ACCOR DIGITAL PLATFORM1 MULTIBRAND PORTALALL.COM 1 LIFESTYLE COMPANION APPACCOR ALL 300M Website App visits 50% Mobile and App visits 2,200 Destinations 1 Download every minute 18 Languages 4,3/5 app ratingsNEW in 2020: All Safe label visibility on digitalexperience to rest-assure guests duringthe pandemic Launch of Apartment & Villas websitededicated to Branded Residences andExtended Stay hotelsOfficial figures as of end 2019iOS: 4,5/5 & Android: 4,3/5. 18 BRAND.COM WEBSITESplugged to ALL.COM
POSITIONINGUSP’SBRAND PIPELINEBRAND MARKERSCOMMUNICATIONHOTEL DEVELOPMENTDESIGN & TECHNICAL SERVICESPERFORMANCEDIRECT BOOKINGS : ACCOR LOYALTY PROGRAMTHE ONLY LIFESTYLELOYALTY PROGRAM NEW LIFESTYLE & AUGMENTEDHOSPITALITY FRAMEWORKOFFERING EXTENDED OPPORTUNITIESTO EARN & REDEEM POINTSNEW BENEFITSTHE FAST GROWINGLOYALTY PROGRAM 73M Loyalty members worldwide 40% Luxury loyalty contribution rate in RN x 3,6 Members stay twice morethan non-members 38 Brands and Suite Night Upgrade F&B outside a stayNorth &CentralAmerica,CaribbeanSouthAmerica8%Asia - Pacific32% 250MNEW PARTNERSHIPS70NothernEurope10022%120Middle-East& Africa5%7332 40 53SouthernEurope201620172018202122%ALLOfficial figures as of end 2019LOYALTY PROGRAM11%180 PSG – Games / Net media value 200m to ALL AEG – Worldwide arenas & festivals IMG – Taste festivals THE MOST GLOBALFRSHuazhu
POSITIONINGUSP’SBRAND PIPELINEBRAND MARKERSCOMMUNICATIONPERFORMANCEHOTEL DEVELOPMENTDESIGN & TECHNICAL SERVICESDEVELOPMENT CRITERIAProgramming & Development70 to 200 rooms45 sqm* and moreSIZETGFA110 – 150 sqm**For AAA Ultra City Center, Historic Conversion, the room sizeand areas can go down by 10-15%, for luxury brands onlyLOCATIONFUNCTIONAAA unique situationA gateway to the destination with luxury facilities,such as:- 1 Signature Restaurant- 1 Specialty Dining**- 1 Private Dining**- 1 Destination Bar with Wagon-Bar- Rooftop Terrace (preferred) / terrace / courtyard/ garden**- Orient Express Spa by Guerlain- Luxury Fitness- Exclusive Orient Express Retail & Concierge- Swimming pool (mandatory for resorts)- Executive Meeting rooms**** on market demandMurder on the Orient Express by Kenneth Branagh, 201730
the myth: - Book Fashion Eye Orient Express with Louis Vuitton (2019) - Documentary In search of the Orient Express for Arte & BBC (2018) - Movie Murder on the Orient Express by Kenneth Branagh (2017) - Etc. And to the events carried by the brand: - AD Intérieurs, Paris (2019) - Once Upon A Time on The Orient Express, Singapore (2020)
