Banyan Tree Research

Topics: Brand, Hotel, Brand management Pages: 5 (1301 words) Published: February 6, 2013
1. Growth and development of Banyan Tree.
Banyan Tree Holdings Limited is a leading, international hospitality brand that manages and develops premium resorts, hotels and spas. From a single boutique resort in Phuket in 1994, Banyan Tree has grown into a multi-business operator globally. Listed on the Singapore Stock Exchange since 2006, the group currently consists of 30 hotels and resorts, over 60 spas 80 retail galleries and two golf courses in 27 countries, with aggressive expansion plans for the future.

Below shows the milestone of Banyan Tree Resort:

Year:| Description: |
1987| After extensive rehabilitation of the site and opening of two hotel properties, LRH began marketing Laguna Phuket as a destination within Phuket.| 1990| In-house architecture arm, Architrave Design and Planning was established in Thailand and Singapore.| 1994| Banyan Tree Hotels and Resorts was set up to build and manage luxury boutique hotels and resorts, steeped in Asian traditions and sensitive to the environment. Banyan Tree Phuket, the flagship resort of the group, was launched in Laguna Phuket. | 2000| The Angsana brand was launched with the openings of Angsana Bintan and Angsana Great Barrier Reef.| 2001| Banyan Tree Spa Academy is set up to train therapists and research new treatment recipes and techniques. The Green Imperative Fund is launched to formalise the Group’s corporate social responsibility efforts| 2005| Maison Souvannaphoum Hotel opens in Laos. The Group’s first Banyan Tree resort in China – Banyan Tree Ringha – is launched in Yunnan. | 2007| Banyan Tree Capital was formed to fund future developments.| 2008| Executive Chairman Ho KwonPing received CEO of the Year award at the Singapore Corporate Awards.| 2009| The Group makes its first foray into the Americas with the opening of Banyan Tree Mayakoba in Mexico.Launch of Banyan Tree Global Foundation.| 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. |

Banyan Tree Group garnered some 117 international awards and accolades in 2010, bringing the total number of awards it has received close to 640 since the first Banyan Tree property opened in Phuket in 1994.

In 2010, Banyan Tree Phuket and its Spa continue to be recognised by industry experts, having won 14 prestigious awards and accolades

The Banyan Tree organization has seen very dynamic and expansive growth in the last few years. Banyan Tree attributes is success as a company to their strong brand recognition, command pricing, and superb management. Revenues increased from $187.3 (million) in 2005 to 335.3 (million) in 2006, which is an increase of 79%. In 2007, Revenue increased another 26% to $429, 859 (million).

2. Success factors of Banyan Tree

Banyan Tree Capital has its own dedicated construction, project management and cost management capabilities, enabling it to fulfill the role of a developer and assume full ownership of any projects.

* Brand Building
Branding has started right from the locations of the Banyan Tree resorts and has been consistent through the designs, the facilities offered, and the ambience created in each of the resorts. In line with the “romantic escape for couples” theme, Banyan Tree has placed a strong emphasis on the locations as a key element of the brand identity. The company has chosen exotic locations with exclusive access to sun-bathed beaches, exciting environment around and a good transportation infrastructure to connect the resorts to the main destination highlights.

* Company Growth and Health
The Banyan Tree is a rapidly growing company with lots of investment all across the globe. Their expanding nature, coupled with a positive stock price, solid financial earnings, and continual success at all resort locations, is exceptional in the competitive hotel and resort industry. Not many...
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