Banyan Tree developed a powerful luxury resort and spa brand through strategic choices including niche marketing, public relations, unique service experiences focusing on human touch, and support of local communities. Key factors in their success were choosing an upscale target segment, pioneering the luxury resort market in Asia, and promoting environmental and social responsibility. To maintain their unique positioning, Banyan Tree must continue refining their service experience and employee programs while expanding thoughtfully into new brands, products, and markets that fit their brand image and values.

1. BANYAN TREE
DEVELOPING A POWERFUL SERVICE
BRAND
Presented by-
Abhishek Bansal
Gaurav Jain
Ekta chaudhary
Karan Bali
Arushi Gupta
Sandeep Moria

2. ORIGIN
 Founder: Ho Kwon Ping.
 Banyan Tree: One of the leading player in the
luxury resorts and spa market in Asia.
 Get its first customer in 1994 in Phuket, Thailand
 In mid. 2004 BTHL operated 15 resorts and
hotels,35 spas and 38 retail shops in more than 40
locations in 20 countries.

3. STRATEGIES
 Niche marketing strategy
 Public Relations & Global Marketing Programs
 Focused “human touch” instead of high tech energy
consuming equipments
 Introduced services like:
Spa
Individual villas
Intimate packages for couple

4. FACTORS BEHIND SUCCESS
 Choice of target segment
 Exotic designs in architecture.
 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

5. VILLA

6. SPA

8. UNDER WATER MARRIAGE

9. MARKETING & BRAND VALUES
BTHL marketing strategies were managed by
international advertising agency
 Promoted as “Banyan Tree Experience”
 Focused on extensive advertising
 Building public relationship
 Membership in small luxury hotels and leading hotel
of world
 Work with agent specialization in exclusive luxury
holidays.

10. LOCAL COMMUNITY INVOLVEMENT
 Indigenous materials for
construction of resort
 Promote traditional art and
handicraft
Purchase fresh produce
Source of income for local
people through art gallery

11. SOCIAL INTERACTIONS
 Disparity in life styles and living standards
between guests and the local community
 Scholarships for the needy children, building
schools, child care centre , hosting lunches
and parties
 Support local cultures and religious
activities

12. NEW BRANDS INTRODUCTION
 The “Angsana brand”
 The “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.

13. Q-- What are the main factors that contributed to
Banyan Tree’s success?

14. CONTRIBUTES TO SUCCESS
 Choice of target segment
 Pioneer status: first mover advantage
 Public relationships as a tool of promotion.
 Product/service design and delivery
 Aggressive internal marketing
 Support of local communities
 Pro-environmental business practices

15. QUESTION: Evaluate Banyan Tree’s brand positioning
and communications strategies. Can Banyan Tree
maintain its unique positioning in an increasingly
overcrowded resorts market ?

16.  Brand positioning .
 Focused promotion efforts with minimal wastage
 Unique positioning sustainable
 Unique service experience at Banyan
Tree(Appeal to “the senses,”)
 Retaining “Human touch”
 Individual treatment.
 Employee programs.
 The “Gallery”

17. Q--Discuss whether the brand portfolio of Banyan
Tree, Angsana, and Colours of Angsana, as well as
the product portfolio of beach resorts and city
hotels, spas, galleries, and museum shops fit as a
family. What are your recommendations to Banyan
Tree for managing these brands and products in
future?

18.  Banyan Tree targeted the higher end of the luxury
resorts market
 Angsana was more mainstream and contemporary,
targeting the wider market
 The Colours of Angsana range of boutique hotels
catered specifically to the soft adventure tourism
segment,

19. “THE ROMANCE OF TRAVEL AND THE BEAUTY
OF DISCOVERING THE WORLD”