Orient-Express Hotels has unveiled its Orient-Express Associate Hotels programme with Hôtel du Palais in Biarritz, France, as the founding member.
Associate hotels will be selected by invitation only, based on criteria such as reputation in the market, to what extent they fit in the company’s portfolio, and independently assessed quality standards.
Partner hotels will have access to Orient-Express’ range of sales, marketing and public relations support in 17 important geographic markets, global voice reservations and distribution under the Orient-Express GDS code ‘OE’, and next-generation websites.
Available strategic partnerships include the Bellini Club, Orient-Express’ preferred agent programme.
Orient-Express chief marketing officer David Williams said that the programme allows the company to expand its portfolio by partnering with independently owned and/or managed luxury hotels.
"In return for providing access to our highly valued international sales force and strategic marketing channels, this initiative enables us to curate new destinations for our guests to discover," Williams added.
"Our boutique collection is uniquely positioned to work with like-minded hoteliers who wish to preserve their established individual brand reputation, but who share the vision of the Orient-Express umbrella brand, offering an equal standard of authentic experience, revenue return and service as our owned properties."
Hôtel du Palais general manager Jean-Louis Leimbacher said: "In Orient-Express we have found a partner with the mindset of an owner-operator that really understands how to preserve our individual personality and at the same time grow our revenue with intelligent marketing and distribution channels."
Orient-Express Hotels owns or part owns and manages 45 luxury hotel, restaurant, tourist train and river cruise properties in 22 countries.