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From the humble beginnings of its first Phuket resort, and Resorts. Each property is unique in its design and
which was developed on an abandoned tin mining site concept, yet all share Banyan Tree’s attention to exclu-
and launched in 1994, Banyan Tree Holdings Limited has sivity in location, luxurious facilities, and a strong em-
expanded into over 40 locations across some 20 coun- phasis on design that incorporates the traditional culture
tries, with a strong presence in Asia and the Middle East. of each setting and complements the natural beauty of
What started as a small, privately owned business has the surrounding environment. Banyan Tree Hotels and
rapidly expanded into a publicly listed, multimillion- Resorts cater to those who place a premium on exclu-
dollar company with numerous international accolades. sive and unique locales, with a penchant for the indul-
The success story of the Banyan Tree brand is the result gent, luxurious, and exotic. These high-end customers
of a carefully cultivated reputation for the luxurious re- desire personalized service, ambience, and design, and a
sorts and premium service which characterize the Banyan self-contained, personal retreat with private and tasteful
Tree lifestyle. Through this strategy, Banyan Tree has amenities.
appealed to various groups of customers who value the Launched in 2007, the Banyan Tree Private Collec-
brand for its exclusive and distinctive touch. tion is a destination club that offers its members a
Banyan Tree Holdings Limited makes use of strategic week’s stay at signature villas in the most picturesque
marketing to cater to a range of diverse consumer groups that locales worldwide, at the cost of a one-time membership
have particular needs and preferences. As a leading manager fee and annual dues, thereby ensuring well-heeled,
and developer of premium resorts, hotels, and spas in the Banyan Tree regulars immediate access to the Banyan
Asian region, it operates Banyan Tree Hotels and Resorts, Tree experience around the world. The membership also
Angsana Hotels and Resorts, as well as the integrated resort comes with exclusive discounts at all Banyan Tree prop-
Laguna Phuket. The company also manages the spas of the erties, on-site concierge services, and vacation planning
Indian-owned Oberoi Hotels and Resorts. services. As membership is transferable and holiday
Banyan Tree Holdings Limited’s two award-winning costs under this scheme are protected from inflation, the
brands take the statuesque banyan and angsana trees as Banyan Tree Private Collection also holds appeal for in-
icons, which convey the company’s natural and Asian-based vestors.
identity. Also known as the holy “Bengal tree of the Another complementary offering, Banyan Tree Resi-
Buddha,” the banyan tree exemplifies serenity, wisdom, dences provide an opportunity to invest in a signature
longevity, and, crucially for a leisure-oriented company, villa, apartment, or townhouse within the auspices of
rebirth. The Banyan Tree brand appeals to highly affluent Banyan Tree Hotels and Resorts. These properties can be
travelers with the themes of romance, intimacy, and rejuve- found in Bangkok and Phuket, Thailand; Lijiang, China;
nation associated with its luxury retreats. In contrast, the Bintan, Indonesia; and Mayakoba, Mexico. As annual re-
Angsana brand was created as a sister brand that targets turn on their investment, owners enjoy a range of other
younger and more adventurous travelers through its exuber- privileges, including 60 days of complimentary use of
ant, sophisticated, and environmentally conscious themes. their property every year and membership to the exclu-
sive Banyan Tree Residence Club.
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Alternate Cases
nearby national reserve with wild elephants, crocodiles, BANYAN TREE SPAS
leopards, and sloth bears. To further allow guests to
commune with nature, open-air bathrooms and cottages As Asia’s largest spa operator, Banyan Tree Spa manages
help to create a coherent authentic experience. The over 65 spas around the world. Banyan Tree Spa has a
Gyalthang Dzong Hotel set in Shangri-La in China has distinctive and established brand concept. Unique spa
been built like a Tibetan lamasery, and offers natural packages offer a health and wellness-themed holiday with
and religious attractions with breathtaking gorges, bo- programs and personal facilities that offer a specially
tanical tours, and ancient monasteries. Travelers are as- crafted spa experience for the customer who enjoys ex-
sured of a rustic yet comfortable, uniquely crafted clusivity and who wants a holiday centered around per- 37
experience. sonal rejuvenation.
Each individual spa possesses special characteristics in
i design and spa packages. Banyan Tree Spa Phuket in
its
L
Laguna Phuket offers a garden spa concept, with an ex-
c
clusively developed range of herbal restoratives and tra-
d
ditional techniques and specially trained massage
t
therapists. The Spa therefore appeals to nature lovers
l
looking forward to a wellness experience in communing
w
with nature. Banyan Tree Spa Shanghai’s holistic ap-
p
proach is highlighted by its reference to the Chinese five
e
elements concept and the yin and yang. This appeals to
t local Chinese market, as well as guests at the Westin,
the
S
Shanghai, where it is located. Thus, each Banyan Tree
S is branded in an authentic manner by linking spa
Spa
t
techniques and themes to the spa’s location and target
m
market.
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Other than aiming for the tourism segment, Banyan the forces of change to be reckoned with, Banyan Tree
Tree has also been very active in advocating consumer Holdings Limited has to consistently improve on its cur-
responsibility by embarking on many famous projects rent position to keep up with rising world, consumer, and
such as the Tsunami Relief Project in 2004; the Turtle industry trends. Through the multiple strengths of its
Head Start program that seeks to protect endangered brands, continued expansion, and the ability to seek out
species of turtles by monitoring their activity in the and serve new markets, Banyan Tree is poised to run with
Maldives; hunger and protection projects; and assignment the winds of change.17
in aid of AIDS. These projects help to generate a high
level of awareness and goodwill for Banyan Tree as a so- Questions
cially responsible company. This positivism not only en-
sures long-term sustainability for the company’s many 1 How does Banyan Tree segment its market? What
developments, but also promises to attract rising numbers groups represent Banyan Tree’s target audiences in its
of ethically and environmentally concerned consumers. marketing communications strategy?
2 What are the different ways in which Banyan Tree can
communicate with its target audiences? What should its
promotional mix be like? What factors influence the pro-
GOING GLOBAL motional mix decision?
3 What marketing communication and promotion ob-
All over Asia, there has been an increasing trend in favor jectives should Banyan Tree set?
of tourism to the Orient. In China alone, tourism receipts 4 How should Banyan Tree set its promotion budget?
have risen from 2001’s US$17.8 million to 2006’s 5 Evaluate the advertising messages of Banyan Tree.
US$30.1 million, and this figure was forecast to grow to How would you improve its advertising strategy? What
more than US$40 million after the 2008 Beijing Olympics. sales promotion tools can the company use to supplement
Although Banyan Tree has an established regional pres- its advertising efforts?
ence, it will have to withstand a possible surge in com- 6 hat direct marketing tools can Banyan Tree use to
petition within the resorts and hotels industry. With reach out to its customers?
Alternate Cases
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