Orient-Express Hotels has announced it will market its collection under a new brand, Belmond, from March 10th, 2014. 

Marking an important new era in the company’s history, the new name seeks to embrace all that is unique about the travel operator.

The launch of the Belmond brand is expected to heighten awareness of the its exceptional collection of hotels, trains, safaris and river cruises among existing and potential new guests by making it easier to recognise, navigate and explore.

“We are excited that we are entering the next chapter in our journey with a name that celebrates our character, resonates with our guests and encompasses the broad scope of our celebrated collection of hotels, river cruises and trains,” said John Scott, chief executive officer, Orient-Express Hotels.

“Each of our iconic and one-of-a-kind luxury experiences evokes strong customer loyalty and we are extremely proud of the heritage that makes us unique.”

Belmond’s new website, Belmond.com, will officially launch on March 10th.

The Belmond name will be prominent alongside each individual property brand, uniting the collection with one clear collective voice. 

The brand presently own and operates of 45 luxury hotel and travel experiences in some of the world’s most inspiring destinations.

”We will support the launch of Belmond with a sizable investment of $15 million in enhanced promotional and marketing initiatives,” said Ralph Aruzza, chief sales and marketing officer with Orient-Express.

“This investment will include new websites, social media and our first ever large-scale advertising campaign.”