The lasting popularity of Agatha Christie’s novels stems, at least partly, from the fun they spark for readers by introducing a vast cast of characters, nearly any of whom could be the murderer. And while the modern iteration of The Orient Express (the actual train, not the novel) doesn’t have anything to do with murder, the vast cast of characters involved in bringing it back to life as an exciting, glamorous, and luxurious experience and retail offering promise equal amounts of fun.

Long out of service, the luxury conglomerate LVMH has initiated an expansive campaign to get The Orient Express train running again. At the same time, it plans to establish a range of associated Orient Express hotels and sailboats, in partnership with the global hospitality group Accor. While LVMH will apply its experience with luxury and refined sensibility to the project, including opulent settings that promise to rival the splendor of the original continental rail, Accor will ensure that the offerings meet the demands of twenty-first century travelers in European markets. The retrofitted carriages will contain modern amenities but also features classical silks and wood paneling, reminiscent of the Art Deco period in which The Orient Express gained its greatest fame.

The partnership also raises opportunities for complementary retailers, who can participate by establishing operations on the trains and sailboats or in the branded hotels. One experiential offering on The Eastern & Oriental Express, for example, is Tastes of Tomorrow, a high-end dinner theater troupe. The master chefs tailor menus to the terrain currently being traversed by the train. Building on this experiential focus, a perfumery onboard promises products that can help passengers enjoy a sensory-driven escape.

One of LVMH’s signature brands, Dior also has partnered with The Royal Scotsman to market wellness-centric experiences throughout the ride. Participants can choose from Pilates classes and guided breathwork, as well as receive advice from a dedicated nutritionist, before heading off to the Dior-branded spa to select pampering options from its menu of signature beauty treatments.

Beyond the carriages, The Orient Express also maintains an online shop, filled with branded trinkets and collectibles. Purchasing such souvenirs can help the lucky few who are able to afford a ticket to ride with a sense of ownership and a form of conspicuous luxury that they can use as a talking point once they return from their travels.

Along the way, characters milling about the train stations also are getting in on the game. High-end rail stops promote their luxurious offerings; local artisans present handcrafted, one-of-a-kind designs. Their inclusion is purposeful and strategic, such that every food or fashion brand integrated onto the platforms is designed to cultivate the overall brand identity and encourage consumers to embrace a slower, more thoughtful process of experiencing the world. Rather than accepting the rushed feel of most modern travel, these providers promise a new option, based on an old form of travel. It represents the ultimate luxury of slow enjoyment, where the journey is the destination, and the sights along the way are to be savored.

Discussion Questions

1. Why are trains and ships uniquely well suited to wealthier customer segments?
2. How might brands integrate other references to the original glamor of the period, while still creating a product suited to meet modern needs?

Sources: Kate Hardcastle, “All Aboard a Retail Renaissance: How Luxury Rail Showcases Great Consumer Experience,” Forbes, July 23, 2025; Rosie Paterson, “Scotland’s Majestic Landscapes Meet Holistic Wellness Aboard Belmond and Dior’s Inaugural Train Retreat,” Country Life, March 27, 2025; AFP, “LVMH, Accor Team Up to Develop Orient Express Brand,” FashionNetwork, June 14, 2024.