Case on Banyan Tree Hotels and Resorts

8/3/2019 Case on Banyan Tree Hotels and Resorts

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SUMMARYSUMMARYy Banyan Tree: One of the leading player in the luxury

resorts and spa market in Asia.

y BTHR operates with 25 resorts and hotels,68spas and

65 retail shops in more than 55 locations in

23countries.

y Founder: Ho Kwon Ping & Claire Chang



y

Bridge price gap in the marketyConsistent with the brand promise of

romance and intimacy

y Special packages and intimate momentsy Banyan tree embrace actively caring for

the natural and human environment

revitalizing Local communities



y Banyan tree galleries

constantly use eco friendly andrecycled materials in the

development of its

merchandise

y Banyan tree invested liberally

for the staff welfare

y CSR initiative were designed

to encourage environmentalconservation and help

ecological restoration



y Involving local community by givingemployment and community

development projectsy BTHR introduced ANGSANA brand and

its first spa was opened in 1999 at Dusitlaguns

y 2003 launched museum shopy By 2008 it was operating in banyan tree

galleries ,spa , library shops elements

galleries(jewellery and fashion items )



New brands introductionNew brands introduction

y Introduce the Angsana brand Introducing spa services in hotels

Opened In 1999 in Dusit Laguna

y

BTHL launched Colours of Angsana Resort &spa, complete with an Angsana Gallery Penetrate the soft adventure and cultural tourism

market, creating to the more adventurous segment of

market.

y Two hotel were lunched under the Colours of Angsana at China and Sri Lanka



Brand portfolio of Banyan TreeBrand portfolio of Banyan Tree

y Banyan Tree the higher end of the luxury

resort market.

y Angsana w as more mainstream and

contemporary targeting the w ider market.

y The Colours of Angsana range of

boutique hotels catered specifically to the soft

adventure tourism segment.



Factors behind successFactors behind success

Choice of target segment

Positioning and branding strategy

Product/service design and delivery

Aggressive internal marketing

Winning the support of local communities and public

interest groups

Pioneer status: first mover advantage

Pro-environmental business practices



Architectural design

First mover advantage

Support of local community

Environmental activities

Good target market



Current ScenarioCurrent Scenario

y In 2010 the Group opened its second resort inMexico - Banyan Tree Cabo Marques, as well asBanyan Tree Al Wadi, a one-of-its kind luxurydesert resort in Ras Al Khaimah, UAE

y Active rebalancing of investment priorities withsale of hotel in Phuket and launch of ChinaFund.

y Expect to open the following 4 new resorts inthe next 12 months:

y i. Banyan Tree Macau, Chinaii.Angsana Hangzhou, Chinaiii.Angsana Fu Xian Lake, Hu Pan, Chinaiv.Angsana Balaclava, Mauritius











Case on Banyan Tree Hotels and Resorts

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