Preview

Banyan Tree - Hotel & Resorts

Good Essays
Open Document
Open Document
3144 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Banyan Tree - Hotel & Resorts
2/9/2012

Table of Content
Company Background SWOT Marketing Mix Main factors of Banyan Tree’s Success Brand & Communications Strategies Brand Portfolio Social responsibility
Potential problem from new market: Americas, Europe, and the Middle East

Company Background
Established in early 1994 by Ho Kwon Ping & his wife Clarie Chang Operate in the boutique resort, residences and spa industry and provide naturally-luxurious, ecological, culture-sensitive experiences. Manage 25 resorts and hotels, 68 spas, 65 retail galleries, and two golf courses in 55locations in 23countries Rewarded:
• • • • • •

“Best Resort Hotel in Asia-Pacific” 2002 “Seychelles’ Best Resort” & “Seychelles’ Best Spa” 2003 “Best Hotel for Room” 2006 “Best Hotel (Luxury)” 2007 “PATA Gold Award – Ecotourism Project Category” 2008 “Favorite Overseas Hotel Spa – Winner” 2010

1

2/9/2012

Destination & Experiences

Provide “a sense of place” to reflect and enhance the culture and heritage of the destination

Target Customers
Banyan Tree Hotels & Resorts focus on wealthy customers who want to enjoy local flavor, luxurious feel in complete privacy. BTHR is also target on middle class who really want to enjoin special BTHR’s services but can not afford premium price (Angsana Hotel Spa).

2

2/9/2012

Products & Services
Products: BTHR offers premium resorts & hotels individual villas “intimate moment” package wedding package Services: spa retail outlets Others projects: BTHR cooperate with local people to educate them to make valued crafts & create the Banyan Tree Gallery & support local business

S.W.O.T Analysis
Luxury & premium resorts leadership Hotel & resorts industry leading growth: well established, renowned brand name Improve brand awareness through expanding & launching new brand Angsana Spa, diversifying services with Banyan Tree Galleries and Banyan Spa Galleries Untapped segmentation Cost efficiency: using minimal advertising Conduct business in an
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Better Essays

    Peaceful Rest Motor Lodge
    • 1890 Words
    • 5 Pages

    Peaceful Rest Motor Lodge

    In today’s market whether it is shopping for a vacation spot or purchasing tangible goods the consumer is one thing that never changes. Research tends to support brand equity and brand loyalty. In choosing a vacation, spot customer not only wants the facility to meet their needs they want it to exceed their expectations, none the less for the best price. Branding within the hotel industry is no different. Consumers look for key risks, perceived benefits and costs when making their purchases. Through all the ways, that tourist can book hotels and read prior reviews on where they are, going to stay the decision is, usually, made before the trip. With the case of Peaceful Rest Motor Lodge, there are significant obstacles that the owner overlooked when jumping into becoming a hotel owner and now faces the decision of choosing a franchise. Addressing some of the critical issues the company is suffering from will help to determine the necessary action and best decision of a franchise company.…

    • 1890 Words
    • 5 Pages
    Better Essays
    Read More
  • Powerful Essays

    Rosewood Hotels
    • 1864 Words
    • 8 Pages

    Rosewood Hotels

    Rosewood Hotels & Resorts (Rosewood), known for managing distinctive luxury hotels is considering a new brand strategy. Rosewood’s concept for each property has always been “Sense of Place”, emphasizing the individual character of each property. In an effort to increase multi-property guest across its 12 hotels worldwide, a new corporate branding strategy is being considered. The new strategy should also not undercut the distinctiveness of each individually branded hotel.…

    • 1864 Words
    • 8 Pages
    Powerful Essays
    Read More
  • Good Essays

    Rosewood Hotels Essay
    • 690 Words
    • 3 Pages

    Rosewood Hotels Essay

    -Rosewood Hotels and Resorts part of the Hospitality consortium: Leading Hotels of the world → recognition among hotelier + brand promise…

    • 690 Words
    • 3 Pages
    Good Essays
    Read More
  • Powerful Essays

    ethical issue of alcohol
    • 9785 Words
    • 40 Pages

    ethical issue of alcohol

    In this portfolio I am going to discuss about introduction to global tourism and hospitality, industry interrelated nature of tourism and the challenges faced while entering this industry. I have also spoken about the current issues in which I have explained about the history of HYATT and the impact it has worldwide. Apart from I have explained about advantages and disadvantages of ownership, difference between luxury and boutique hotels, similarities of cruise& resort hotels and analysing that why casino is popular for developer. Further in case study I have explained the problem in the case study and its critical issues along with a suitable solution for it. In second case study I have explained about the installation of PMS system and the decision making involved in the organisation. For this portfolio I have visited some places and given the description about it for e.g. coffee shop, shark bar, The Star and a local restaurant named Gungho. An further I am discussing about cost reduction methods and how it helps in improving performance business operation and about CSR. An at last there is explanation about the current and future trends of hotel.…

    • 9785 Words
    • 40 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    CASE 2
    • 348 Words
    • 2 Pages

    CASE 2

    Allamanda, as well as the product portfolio of beach resorts and city hotels, spas, galleries, and…

    • 348 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    Travel Market - Segmentation
    • 1783 Words
    • 8 Pages

    Travel Market - Segmentation

    Luxury travellers are usually older or middle-aged consumers who are already financially prosperous and look for relaxation and rejuvenation from their stressful positions. They can also be retirees. Luxury travellers will be willing to pay more for value, quality and service, and they look for quality relaxation and experience when looking for a place to reside while travelling. Luxury travellers will respond well to Banyan Holding’s Banyan and Laguna resorts and hotel line. Banyan tree hotels and resorts seek to have guests “pampered with a warm and friendly retreat experience” and are targeted to those “who place a premium on exclusive and unique localtes, with a penchant for the indulgent, luxurious and exotic” (Marketing in Asia 2nd Ed, p714-715). These high-end customers desire personalized service, ambience, and design, and a self-contained, personal retreat with private and tasteful amenities (Marketing in Asia 2nd Ed, p715). Luxury travellers who go on trips with their family members will prefer Laguna resorts and hotels as it provides a wide range of amenities for children to elderly, like the children’s suite, Laguna shopping centre and Angsana Spas. The Laguna hotels offers a wider range of services for a broader base of targeted audience, hence appealing to luxury travellers who travel with their family.…

    • 1783 Words
    • 8 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Shangri-La (M) Sdn Bhd- Business Finance
    • 7022 Words
    • 29 Pages

    Shangri-La (M) Sdn Bhd- Business Finance

    Shangri-La Hotels (Malaysia) Berhad also operates 2 Traders hotels which located at Kuala Lumpur and Penang each as mid-range and business oriented hotels. Parent company of Shangri-La Hotels (Malaysia) Berhad is the Kuok Group and it was established in the year of 1949. It is traded in Bursa Malaysia Securities Berhad (Bursa Malaysia), Stock Code 5517 and Stock Counter named SHANG.…

    • 7022 Words
    • 29 Pages
    Powerful Essays
    Read More
  • Good Essays

    Ben Ohau Lodge Essay Example
    • 775 Words
    • 4 Pages

    Ben Ohau Lodge Essay Example

    Ben Ohau Lodge provides a unique product and services of an exclusive vacation in order to fulfill its customers’ needs for one of a kind vacation that is private, safe, exclusive, entertaining, relaxing and undisturbed. Its customer’s type includes the rich and famous ranging from presidents, princes, celebrities, and business executives from all over the world. This customer market segment possesses special characteristics and can be described in several different dimensions. Those dimensions can be classified into qualifying dimensions and determining dimensions. The qualifying dimensions for this customer market segment includes their needs for a vacation destination that is safe and secure, private, comfortable, variety of leisure activities, relax, exclusive and far from public exposure. Additional qualifying dimensions for this customer market segment are top income earner which means the top 1% of the richest people in the world that are in the upper social class with occupation ranging from leader of countries, celebrities, top business executives and royalties. What set Ben Ohau Lodge apart from other vacation destination is its ability to fulfill the unique needs of this customer market segment which is also the determining dimensions. These determining dimensions include the secure, private, exclusive and far from public exposure that the lodge offers to its customers.…

    • 775 Words
    • 4 Pages
    Good Essays
    Read More
  • Powerful Essays

    Hilton Pdf
    • 7903 Words
    • 32 Pages

    Hilton Pdf

    Strategic Evaluation................................................................................................................................................ 1 SWOT analysis.......................................................................................................................................................... 1 12 Month Highlights ............................................................................................................................................... 2 2007-2008 ................................................................................................................................................................. 2 Prospects .................................................................................................................................................................. 3 Core Businesses ........................................................................................................................................................ 3 Growth Opportunities ............................................................................................................................................... 3 Limited Potential....................................................................................................................................................... 5 Table 1 Hilton Hotels Corp: World Sector Sales Performance 2007.............................................. 5 Table 2 Hilton Hotels Corp: Hotels Regional Sales Performance 2007 ......................................... 5 Company Strategy .................................................................................................................................................. 6 Strategic Objectives and…

    • 7903 Words
    • 32 Pages
    Powerful Essays
    Read More
  • Good Essays

    Banyan Tree
    • 702 Words
    • 3 Pages

    Banyan Tree

    BTHL created new brands Angsana Spa and Colours of Angsana Resorts while launching the spa and resorts to cater to a less upscale market. Adopting a brand extension strategy to bring the two under the umbrella “Banyan Tree” brand could have had a positive halo effect on the perceived quality of Angsana Spa and Colours of Angsana on one hand but on the other, it could have led to “Banyan Tree” brand dilution and dented the customer perceived value because the customers no longer would be able to identify with BTHL as a premium and exclusive experience.…

    • 702 Words
    • 3 Pages
    Good Essays
    Read More
  • Good Essays

    Waterpark
    • 636 Words
    • 3 Pages

    Waterpark

    „The Banyan Tree Desert Spa and Resort“ is located on the highest point of the site and will be unparalleled in the region. With its use…

    • 636 Words
    • 3 Pages
    Good Essays
    Read More
  • Good Essays

    Vip Boy
    • 889 Words
    • 4 Pages

    Vip Boy

    This report demonstrates how a Japanese style resort and spa in Hoi An is the best investment option of the year. An increase in the number of middle income and wealthy foreign tourists from Japan alongside an aggressive promotional campaign is creating an urgent demand for services in the area. The services offered by the resort and spa will meet this demand by offering the most in both Vietnamese cultural immersion and Japanese comfort. All guides and service staff will speak Japanese and offer Japanese style amenities. By meeting the needs of this group of clients, we will create a unique and highly profitable enterprise.…

    • 889 Words
    • 4 Pages
    Good Essays
    Read More
  • Good Essays

    Theme parks
    • 13137 Words
    • 53 Pages

    Theme parks

    Schools need not apply for permission to copy this manual in whole or in part for non-profit…

    • 13137 Words
    • 53 Pages
    Good Essays
    Read More
  • Powerful Essays

    Practicum Report in Microtel
    • 2207 Words
    • 9 Pages

    Practicum Report in Microtel

    Our mission is to develop a chain of world-class economy hotels in commercial and industrial regions as well as in choice resort locations in the Philippines.…

    • 2207 Words
    • 9 Pages
    Powerful Essays
    Read More
  • Good Essays

    Panglao Island Resort and Spa Research
    • 1554 Words
    • 7 Pages

    Panglao Island Resort and Spa Research

    t is a common knowledge to people that Philippines one of the most popular tourist destination; charming visitors from all over the world with its natural and cultural wonders. There are many tourist destination like Boracay . Puerto Gallera Puerto Prinsesa etc. But then Filipinos discovered that these cases are not the only one that showcases the beauty of the Philippines for they have discovered Bohol’s Panglao Island Nature Resort and Spa. The main objective of Bohol Panglao Island Nature Resort and Spa is to showcases their beatific places, beaches and landscapes. And help some locals earn money by patronizing their services. Bohol’s Panglao Island Nature Resort and Spa has their own mission vision to be followed and served as an inspiration for them to give their Bohol’s Panglao Nature Resort and Spa aspire to become the most sought after adventure resort in the Philippines giving guest the most exciting and unforgettable vacation they will experience. Bohol Panglao Island Nature Resort and Spa seeks to achieve the unique ability to provide guest with sincere hospitality never ending fun and adventure through Scuba Diving Island hopping and land tours.…

    • 1554 Words
    • 7 Pages
    Good Essays
    Read More

Related Topics