The luxury travel brand Orient Express has introduced a flagship yacht aimed at wealthy clientele, offering exclusive cruises along the French and Italian Rivieras. The vessel, co-owned by the hospitality group Accor and luxury conglomerate LVMH, features suites priced from approximately €25,000 (£22,000) for a four-day itinerary.

Designed to embody the opulence associated with its backers, the yacht’s accommodations include penthouse suites furnished with LVMH products. Highlights include Louis Vuitton upholstery, a Guerlain beauty salon onboard, and an array of Hennessy cognac selections. This immersive branding aims to provide guests with a distinctive luxury experience that integrates notable names from the LVMH portfolio.

Beyond its cruising schedule, the yacht is planned to appear at high-profile gatherings such as the Cannes Film Festival and the Monaco Grand Prix, positioning it as a venue for both leisure and social events favored by the ultra-rich.

Sébastien Bazin, chief executive of Accor, commented on the evolving mindset of affluent travelers. He suggested that for individuals of significant wealth, traditional financial measures lose importance and are supplanted by the desire for social recognition. “When you are getting rich, very rich, money hasn’t got the same meaning,” Bazin remarked, adding that the primary concern becomes whether one has attained a certain status.

The launch of the Orient Express yacht marks a strategic move by Accor and LVMH to capture a niche market of luxury consumers seeking exclusive and highly curated experiences on the Mediterranean’s most coveted waters.