Banyan Tree - Hotel & Resorts

Topics: Brand, Brand management, Brand equity Pages: 13 (3144 words) Published: February 8, 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



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).



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 environmentally responsible manner Well-trained employees Using global distribution system – GDS Best combination between main services and enhancing services

Weak experiences in city hotel market. Danger of dilution the brand when BTHR to extends to middle class. High cost for maintaining quality and high standard services. Natural hazards and current environmental issues in some local countries



SWOT Analysis

Fast countries development will be created more millionaire, it will lead to increase demand in this segment. Increasing demand in using ecofriendly and recycled material The laws take priority to developing ecological projects. Strong potential natural resources. Strong potential market in others countries such as Europe, Americas or new development country with political stability like VIETNAM. . Due to the fast and crowded development of hotel, resort and spas industry, it will make noise and create new demand for current and prospect customers Due to economic crisis, high inflation and bankrupt, it is good chance for Hotel and Resort that are focusing on middle class.

New entrants to the markets Facing with high costs of expanding its business outside the Asia. Challenge of translating and maintaining the success of the niche Asian hospitality into various market segments in the world. Challenge of maintaining the balance of exploitation & preservation limited natural resources: coral, rainforest, turtle,… Customer behavior are always changing Laws or regulation changing Threat of economic crisis.

Marketing Mix
• Luxury & intimate resort • Wedding packages • Spa • Other services: handicraft gallery, retail outlets, spa outlets • High price: premium -$1,200 - $7,000 - €1,500 - €4,200

• Website: • Global distribution system – GDS • Social organizations: UNDP, Green Communities, Singapore’s National Heritage



Marketing Mix
• Guests are offered free some environmental activities, marine...
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