Photo Courtesy of Mount Nelson Hotel
Rebranding may or may not lead to a better revenue stream for the hotel chain, so it would be safe to assume that the name that Orient-Express is shifting to would have a pretty substantial ethos or pathos behind it, right? Not really.
Ralph Aruzza said of the new name, "Belmond was chosen after extensive research and evaluation of a number of alternatives in order to justify a name that resonates well with our guests and that encompasses the global collection of unique experiences we are today." What Aruzza is saying here is that they chose Belmond because the name alone will theoretically make the company more money.