What’s in a name?
“The impossible cannot have happened, therefore the impossible must be possible in spite of appearances,” wrote Agatha Christie in Murder on the Orient Express. The impossible has indeed happened; the Orient-Express travel empire has ditched the famous name, associated with the London-Paris-Constantinople/Istanbul train route, for the new name of Belmond. The change happened March 10, with the 45 hotel, rail and cruise divisions of the company banking on it to boost sales. The Venice Simplon-Orient-Express luxury train line will keep running under the old name; the original Orient-Express train ceased operations in 2009. The company is hoping that a stronger brand name, which they chose from a list of 650 options, will help link their diverse properties together. belmond.com.
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