The reservation for Italy’s new “La Dolce Vita Orient Express” train is now open, but with a significant price increase. The starting rates for a one-night journey have surged by 75%, from 2,000 euros per person to 3,500 euros per person. Despite the steep price hike, the French multinational hospitality company Accor, which operates the train, did not provide a clear explanation for the sudden increase. They mentioned that pricing evolves based on occupancy, season, route, and cabin type. This lack of transparency leaves potential passengers wondering about the actual reasons behind the price surge.
Although the La Dolce Vita Orient Express is not operational yet, it still offers lower nightly rates compared to another train with the “Orient Express” name in Europe: the Venice Simplon-Orient-Express. This alternative luxury train, operated by the LVMH-owned Belmond company, starts at a rate of approximately £7,060 British pounds per passenger. The stark difference in pricing between the two trains raises questions about the value proposition of the La Dolce Vita train and whether the significant price increase is justified.
Dave Goodger, managing director for Europe, the Middle East, and Africa at Tourism Economics, suggests that rising luxury travel prices are driven by consumers’ willingness to pay for premium experiences. While demand plays a crucial role in pricing, Goodger emphasizes that the price hikes are also influenced by rising costs, including increased staff expenses and debt service requirements. The La Dolce Vita Orient Express presents itself as a unique luxury train experience, offering nine routes through Italy and evoking the glamour of the Italian “Dolce Vita” era immortalized by Federico Fellini’s iconic movie.
Accor has ambitious plans for further expanding its luxury train offerings by introducing another train named “The Orient Express.” This new train will feature restored 19th-century carriages from the historic “Nostalgie-Istanbul-Orient-Express” and will run various routes through Europe, including the iconic Paris-Istanbul journey. Initially scheduled for a launch this year, the train’s services are now slated to commence in 2026. This expansion indicates Accor’s commitment to providing high-end luxury travel experiences to discerning customers.
The pricing evolution of Italy’s “La Dolce Vita Orient Express” train raises questions about the justification for the substantial price increase. While the allure of luxury train travel and the unique offerings of the La Dolce Vita experience may appeal to affluent travelers, the lack of transparency regarding the price hike could deter some potential passengers. As the luxury travel market continues to evolve, it remains essential for companies like Accor to balance pricing strategies with providing exceptional and unforgettable travel experiences to maintain their competitive edge in the industry.
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