Belmond's Gevers: Why We Changed Name From Orient-Express

The video discusses the rebranding of Orient-Express to Belmond, highlighting the reasons for the change, such as appealing to younger demographics and connecting hotel properties under a unified brand. It covers the challenges faced during the transition, including brand recognition and marketing strategies. The video also outlines Belmond's expansion plans, focusing on markets like Myanmar and China, and emphasizes the importance of a fresh brand image to attract younger travelers.

Why did the company decide to change the brand name from Orient-Express to Belmond?

• To resonate more with elder clientele

• To connect the hotels under a unified brand and appeal to younger demographics

• To focus solely on European markets

• To reduce operational costs

What was one of the main challenges faced during the rebranding process?

• Reducing the number of hotel properties

• Changing the ticker on the New York Stock Exchange

• Rebranding all hotel linens

• Increasing the number of hotel properties

How did the rebranding affect the business traffic on the website?

• It decreased by 14%

• It was redirected to Belmond's website

• It increased by 14%

• It remained the same

What is the significance of the name 'Belmond'?

• It is the founder's last name

• It is a popular tourist destination

• It is a historical reference

• It means 'beautiful world'

Which regions are a focus for Belmond's expansion plans?

• Africa and South America

• Australia and New Zealand

• Europe and North America

• Asia, particularly China and Indonesia