Repeat business to individual oeH pRopeRties Has been as HigH as
28 %, but cRossoveR visits to otHeR oeH pRopeRties was only in tHe 3 %
Range .
Global Update only in the 3 % range , and by wrapping an umbrella brand around the collection of 45 travel experiences , he thinks the company can double that crossover business that alone could result in two occupancy points . “ One occupancy point is worth as much as US $ 8 million in gross revenues ,” Scott says . “ If we are able to increase that and attract new consumers we can get an even greater uplift . In addition , we have calculated crossover visitors outspend first-time visitors by up to 13 %.”
Scott expects to see some tangible benefit of the rebranding this year , and much more next year and through 2018 .
The initial investment will include new website platforms , re-engineered customer relationship management tools and the company ’ s first large-scale print and online media advertising campaign . Aruzza says the next step will be to evaluate what form of loyalty program is appropriate .
As part of the branding execution , the Belmond name will physically appear above each individual hotel name . Scott says the Belmond brand will not be “ flashing on the building ,” adding that while it will be subtle , it is not a sub-brand . “ It will be Belmond with a new icon on top , but respectful of individual property names ,” he says . “ The biggest challenge is internally and recognizing that this is not migrating to a chain approach . Belmond helps consumers connect the dots and facilitates understanding of the broader collection . But it doesn ’ t take away , for example , from the Copacabana Palace , The Cipriani or The Ritz Madrid .”
Scott says this move also will help with the company ’ s growth prospects . “ We have been approached by owners who want to see a more brand-forward approach and the ability to become a part of something bigger , and the Belmond brand will enhance that story ,” he says . “ Where we differentiate again from chain-like luxury competitors is in the fact that many owners have existing names they don ’ t want to lose . They have the advantage of having both with us .”
While Scott would not commit to any pending deals , he says there is “ more to come ,” and expects to have announcements this year .
As part of this deal , the company will retain its long-term license agreement with SNCF for the Venice Simplon-Orient-Express train . At the corporate level , the company will migrate away from the Orient-Express Hotels Ltd . name and ticker symbol over the course of time , with the initial focus on consumer-facing initiatives .
Meanwhile , at SNCF , Franck Bernard was appointed development director last June with responsibility for the Orient-Express brand , licenses and derivatives . He now heads up a new company , which at press time was expected to be named Orient-Express , to develop a travel and French lifestyle brand .
SNCF has already announced the launch of branded mattresses ( Cauval ), trunks ( Moynat ), perfumes and handbags with speculation ongoing as to whether it will license a hotel company to use the Orient-Express brand . A spokesman told HOTELS that SNFC will not comment about Belmond and will take its time on any related announcements .
Repeat business to individual oeH pRopeRties Has been as HigH as
28 %, but cRossoveR visits to otHeR oeH pRopeRties was only in tHe 3 %
Range .
Hotels like the Copacabana Palace in Rio de Janeiro have rebranded as the Belmond Copacabana Palace .
www . hotelsmag . com May 2014 HOTELS 9