Luxury - SNCF sells 50% of ORIENT EXPRESS

A new partnership between SNCF and ACCORHOTELS has been struck to manage the famous ORIENT EXPRESS brand.

The ORIENT EXPRESS was a long-distance passenger train service created in 1883 by COMPAGNIE INTERNATIONALE des WAGONS-LITS (CIWL).

by Earl of Cruise

Restored ORIENT EXPRESS coaches - credit Jérôme Galland / SNCF

French operator SNCF has teamed up with hotel group and fellow French hospitality company ACCORHOTELS, which takes a 50 per cent stake. Since SNCF acquired the brand in 1977, it has been the sole owner. Despite the public reception for the now renamed BELMOND luxury hospitality company, with its luxury boutique hotels, the river cruiser ROAD TO MANDALAY and the different luxury trains in Britain, Siam and the famous ORIENT EXPRESS.

As owner of the brand ORIENT EXPRESS the SNCF pressed other companies using the brand name paying a license - the German Austrian GRAND EXPRESS EUROPEAN refused and had to terminate it restored ORIGINAL ORIENT EXPRESS, for which a blue painted steam engine of DEUTSCHE REICHSBAHN AG, a BR 01.10 (1102) with streamline body, had been restored.

Renovated three cylinder steam locomotive for express trains in Germany, pre WWII, trajecting a museum train - courtesy Der Nürnberger and GRAND EXPRESS EUROPEAN

Announcing the deal 134 years after the first ORIENT EXPRESS trip was made between Paris and Istanbul in 1883, SNCF communications deputy CEO Mathias Vicherat said: "The company is proud to have contributed to the renaissance of an historic brand."

With ACCORHOTELS on board, plans for developing the ORIENT EXPRESS’ brand within the luxury hospitality sector include: the development of a new collection of prestigious hotels under the ORIENT EXPRESS banner; operating seven vintage carriages for private journeys and events; and the creation of the ORIENT EXPRESS Endowment Fund, to preserve, promote and share the historic train’s heritage.

The first ever ORIENT EXPRESS train left Paris for Istanbul on October 4, 1883. The route was later shortened to Bucharest, Budapest and then Vienna from the French capital and eventually from Strasbourg instead of Paris, before it ceased to operate in December 2009. CIWL launched a number of related links to its main line, such as the ÉTOILE DU NORD, EDELWEIS, TRAIN BLEU, and others.

A private BELMOND-run VENICE SIMPLON ORIENT EXPRESS operates under a licence from SNCF from London to Venice.

In 2014, SNCF announced it was to relaunch the ORIENT EXPRESS train from Paris to Istanbul. No further details were included in a statement to the media.

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