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The luxury industry is undergoing a tectonic shift: while sales of high-end handbags, apparel, and watches stagnate, the demand for exclusive, ultra-premium experiences is shattering records.

Against this backdrop, the legendary Orient Express brand—now operated as a joint venture between hospitality giant Accor and luxury conglomerate LVMH—is going on the offensive. Their prime target? The new wave of ultra-wealthy individuals minted by the artificial intelligence boom, Reuters reports.

The brand's first massive sailing superyacht, the Orient Express Corinthian, is already cruising between the French and Italian Rivieras. It is the first of two planned elite vessels designed to complement a portfolio that already features ultra-luxury hotels and the historic Art Deco train gearing up for its grand relaunch.

Accor CEO Sébastien Bazin explained to Reuters why the company is betting so heavily on this specific niche: "When people become very rich, incredibly rich, money loses its conventional meaning for them. The only thing that matters is recognition. Have you become somebody? If someone already owns seven homes, 12 cars, and 17 watches, they don't need an 18th watch. They have a bucket list of what they promised themselves they'd do before they die. And that is a unique experience."

According to a study by Bain & Company, spending on high-end experiences is projected to grow by 9–11% this year, significantly outstripping the modest 1–4% growth seen in the personal luxury goods market. This trend is being heavily fueled by the ongoing tech boom in the US and globally, which continues to mint a new generation of multi-billionaires.

Vanity Fair on the Riviera: Badge Culture and €25,000 Cabins

The Orient Express strategy is deliberately built around iconic, star-studded mega-events like the Cannes Film Festival and the Monaco Formula 1 Grand Prix. On these waters, the superyacht ceases to be mere transportation and becomes the ultimate marker of social status.

• The Price Tag: A four-day cruise in a standard luxury suite starts at €25,000.

• Brand Synergy: On board, the presence of Bernard Arnault’s LVMH empire is unmistakable. The vessel features an exclusive Guerlain spa, while guests in the top-tier penthouses are greeted with collectible bottles of Hennessy cognac.

"If you come to the F1 in Monaco and want to move around freely, you need passes everywhere. And certain people must have certain badges," notes Estelle Dinh, a professor at the Swiss hospitality school Glion. Holding a guest status on the Orient Express yacht is that ultimate, unspoken badge.

Who Will Buy Out Whom? Behind-the-Scenes Titan Games

The elite assets under the Orient Express umbrella are valued at roughly €1 billion ($1.07 billion). While neither Accor nor LVMH has disclosed the division's current operating profits, Bazin confirmed that both companies hold reciprocal buy-out options for each other's shares over the coming years.

Industry analysts largely agree that if a total acquisition scenario plays out, LVMH is poised to be the natural buyer.

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