The company will retain its long-term license agreement with SNCF, the French transportation company that owns the Orient-Express trademark, for the Venice Simplon-Orient-Express train.
This will be the only service that retains the Orient-Express name. From 10 March, all hotels and other services will come under the Belmond brand after the company agreed with SNCF to terminate the existing Orient-Express license for hotel use without any cost or penalty
Orient-Express Hotels Ltd president and CEO John M. Scott said: "Extending our global brand presence by having a name that will be associated as much with our hotels and river cruises as with our celebrated train experiences is a key step in our focus of generating enhanced revenue.
"Migrating from a licensed brand to one which we fully own and control will, we believe, deliver an additional benefit to the Company as it will enable us to invest with confidence in our brand."
The company will invest £3m in promotional and marketing activities in the first year to establish the brand, followed by a further £6m in subsequent years.
This investment will include new website platforms, re-engineered customer relationship management tools, and the company’s first ever large-scale print and online media advertising campaign.
Orient-Express Hotels operates 45 hotels around the world.