Orient Express, the luxury travel venture jointly owned by Accor (EU:AC) and LVMH (EU:MC), is positioning itself to attract a new generation of ultra-wealthy travellers with the launch of its first luxury yacht, as the partners broaden their presence in the fast-growing market for premium experiences.
The new vessel, which cruises along the French and Italian Riviera, is the first of two planned yachts and forms part of a wider expansion that also includes luxury hotels and a forthcoming revival of the iconic Art Deco Orient Express train. Accor Chief Executive Sebastien Bazin told Reuters that the rapid creation of wealth driven by artificial intelligence is expected to generate a fresh wave of high-net-worth clients seeking exclusive experiences.
“When you are getting rich, very rich, money hasn’t got the same meaning,” Bazin said. “The only thing that has a meaning is recognition. Have you become someone?”
According to a Bain study published this week, spending on luxury experiences is forecast to increase by between 9% and 11% this year, significantly outperforming the expected 1% to 4% growth in personal luxury goods. The trend is being fuelled by the expansion of the technology sector, particularly in the United States, creating more ultra-high-net-worth individuals who increasingly spend on private aviation, superyachts and exclusive global events such as Formula One.
“When people are very rich and they have seven homes, and 12 cars, and 17 watches… they still have a bucket list of things they promised themselves to do before dying. It’s not to have an 18th watch,” Bazin said in an interview with Reuters this week.
Bazin also confirmed that Accor and LVMH each hold reciprocal options to buy out the other’s stake in the Orient Express venture in the coming years. While neither company has disclosed the business’s valuation or profitability, the luxury assets are estimated to be worth around €1 billion.
Industry observers believe LVMH would be the more likely buyer should either party exercise its option, given its significantly larger financial resources and growing focus on experiential luxury as demand for traditional luxury goods such as handbags, fashion and watches moderates.
Luxury Experiences at the Centre of the Strategy
Orient Express is initially targeting affluent guests attending high-profile events including the Cannes Film Festival and the Monaco Formula One Grand Prix, where exclusivity and status remain key attractions.
“If you’ve been to a Monaco Formula One, if you want to go around, you need badges everywhere. Certain people would have certain badges,” said Estelle Dinh, a professor at Switzerland-based hospitality school Gilon and industry advisor.
Prices for a four-day cruise start at approximately €25,000 for an entry-level suite. The yacht also showcases several LVMH brands, including a Guerlain beauty salon and Hennessy cognac featured prominently in its premium penthouse suites.









