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Banyan Tree - Hotel & Resorts

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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

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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).

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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
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