Scribd Logo
Upload

Welcome to Scribd!

  • 265 views

    Group Members: Ritika Sharma Anchal Sharma Abhishek Chopra Ankush Bhatnagar

    Uploaded by

    Ankush Bhatnagar
    The document discusses Banyan Tree, a luxury resort and spa brand founded in 1994 in Thailand. It operates 26 resorts and hotels, 65 spas, 70 retail shops and 3 golf courses across 23 countries. Banyan Tree offered exclusive amenities and a sense of privacy that competitors lacked. The brand is positioned as a romantic escape rather than purely luxurious. It emphasizes local culture, architecture, and environmental sustainability. While the global recession impacted revenues, Banyan Tree maintains its position through unique experiences and expanding its brand portfolio with new brands like Angsana.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd

    Group Members: Ritika Sharma Anchal Sharma Abhishek Chopra Ankush Bhatnagar

    Uploaded by

    Ankush Bhatnagar
    265 views14 pages
    The document discusses Banyan Tree, a luxury resort and spa brand founded in 1994 in Thailand. It operates 26 resorts and hotels, 65 spas, 70 retail shops and 3 golf courses across 23 countries. Banyan Tree offered exclusive amenities and a sense of privacy that competitors lacked. The brand is positioned as a romantic escape rather than purely luxurious. It emphasizes local culture, architecture, and environmental sustainability. While the global recession impacted revenues, Banyan Tree maintains its position through unique experiences and expanding its brand portfolio with new brands like Angsana.

    Original Title

    banyan tree

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    The document discusses Banyan Tree, a luxury resort and spa brand founded in 1994 in Thailand. It operates 26 resorts and hotels, 65 spas, 70 retail shops and 3 golf courses across 23 countries. Banyan Tree offered exclusive amenities and a sense of privacy that competitors lacked. The brand is positioned as a romantic escape rather than purely luxurious. It emphasizes local culture, architecture, and environmental sustainability. While the global recession impacted revenues, Banyan Tree maintains its position through unique experiences and expanding its brand portfolio with new brands like Angsana.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    265 views14 pages

    Group Members: Ritika Sharma Anchal Sharma Abhishek Chopra Ankush Bhatnagar

    Uploaded by

    Ankush Bhatnagar
    The document discusses Banyan Tree, a luxury resort and spa brand founded in 1994 in Thailand. It operates 26 resorts and hotels, 65 spas, 70 retail shops and 3 golf courses across 23 countries. Banyan Tree offered exclusive amenities and a sense of privacy that competitors lacked. The brand is positioned as a romantic escape rather than purely luxurious. It emphasizes local culture, architecture, and environmental sustainability. While the global recession impacted revenues, Banyan Tree maintains its position through unique experiences and expanding its brand portfolio with new brands like Angsana.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 14

    Group members:

    Ritika Sharma
    Anchal Sharma
    Abhishek Chopra
    Ankush Bhatnagar
    Introduction
    introduction
    • Was founded by Ho Kwon Ping in 1994 in Phuket,
    Thailand.
    • One of the leading player in luxury resorts and
    spa in the market.
    • Operates with 26 resorts and hotels, 65 spas, 70
    retail shops and 3 golf courses in more than 47
    locations in 23 countries.
    • In first ten years of establishment it won over 100
    awards.
    Banyan tree’s success
    • Banyan Tree offered services
    which the others did not.
    It comprised of:
    • private pool
    • Jacuzzi
    • Spa treatment room
    • Sense of exclusivity
    • Utmost privacy
    Reflecting the culture and heritage of
    destination:
    • Sense of place -Same culture ambience in the
    room.
    • Services offered by the employees vary
    according to local culture and practices.
    • Services offered are conceived with the desired
    customer experience in mind.
    • Natural spa products.
    Architectural design

    Luxurious feel at low price

    First mover advantage

    Support of local community

    Environmental activities

    Good target market


    Brand positioning
    • Banyan tree is positioned as a romantic place
    rather than luxurious accommodation as
    touted by most of its competitors.
    Communica
    tion
    strategies

    Internationa
    Mass
    l advertising
    agency marketing

    Created
    Web site
    strong public
    was set up relations
    Can banyan tree maintain
    its position in an
    increasingly over crowded
    resorts market???
    The answer is “YES”

    Unique service experience

    reasons Preserving, promoting and


    protecting the natural environment

    Introduction of new brands


    Brand portfolio of Banyan Tree
    • Banyan Tree the higher end of the luxury
    resort 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.
    Recommendations
    • Consistent marketing- banyan tree should make
    constant efforts to communicate its brand.
    • Completely shifted their focus on exclusive
    luxury holidays specialized agents which was
    not good.
    • Equality in fares between the two brands should
    be maintained.
    • Less study done on competitors working.
    Current Scenario
    • In 2010 the Group opened its second resort in Mexico -
    Banyan Tree Cabo Marques, as well as Banyan Tree Al Wadi,
    a one-of-its kind luxury desert resort in Ras Al Khaimah, UAE
    •  Active rebalancing of investment priorities with sale of hotel
    in Phuket and launch of China Fund.
    • Expect to open the following 4 new resorts in the next 12
    months:
    • i. Banyan Tree Macau, China
    ii. Angsana Hangzhou, China
    iii. Angsana Fu Xian Lake, Hu Pan, China
    iv. Angsana Balaclava, Mauritius
    How Recession affected Banyan Tree:

    Global Recession has affected the travel industry as holiday makers


    and business travelers get cost conscious.

    Due to this the revenue and operating profit of Banyan Tree


    decreased.

    The management has undertaken several cost cutting measures at


    the operations level and has also deferred major capital investment
    to preserve cash.

    You might also like