Jan 5, 2022Adventuring elites are ready for Dolce Vita

In 2023, adventure-seeking elites will be able to experience the Italian Dolce Vita lifestyle onboard the Orient Express. As people look for experiential, once-in-a-lifetime experiences, brands have an opportunity to cater to changing travel norms without compromising on luxury.

Christina Møller

The Orient Express of Accor Group is launching Orient Express La Dolce Vita in 2023, allowing luxury travellers to experience 14 iconic regions in Italy by railroad, as well as international routes from Rome to Paris, Istanbul, and Split. On the train, travellers can look forward to a five-star ‘Made in Italy’ service, with Italian wines and fine dining. The design is intended to evoke the glamour, joie de vivre, and artistic enthusiasm of 1960s Italy. "As artisans of travel, we wish to revive this old-world, awe-inspiring ‘journey to elsewhere’ and reconcile certain paradoxes: a journey and a destination, astonishment and inspiration, movement and contemplation," says Stephen Alden, Orient Express CEO.

The Dolce Vita launch is timely, as people are looking forward to elevated travel experiences in the wake of the pandemic – after lockdowns, people are ready to treat themselves. Slow travel products tap into the opportunities presented by a growing sector – indeed, the luxury travel market is projected to increase 16% between 2021 and 2027 – while also meeting desires for sustainability. The two elements, luxury and sustainability, converge into a form of sustainable hedonism that is set to shape this luxury growth. Many businesses are already leveraging this interest. Wes Anderson, for example, has collaborated with Belmond to create a 1950s train carriage, while Virgin's updated cruise ships cater to slow-travel-minded Gen Yers. Brands are meeting demand by creating unexpected, experiential travel moments for HNWIs looking to splash out on high-end travel.

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