Hotel Banyan Tree: Case Study
Welcome to join Banyan Tree’s world, our presentation is going to bring out the success and potential issue of Banyan Tree Holdings
Banyan Tree is a leading manager and developer of resorts, hotels and spas throughout the Asia Pacific. The first Banyan Tree’s hotel and resort was set up in Phuket in 1994; Up till now, Banyan Tree is associated with more than 25 resorts and hotels, over 60 spas and 80 galleries, as well as 3 golf courses. How did they do that so quickly? Mr. Ho Kwon Ping, chairman of Banyan Tree holdings limited, said at the beginning time of starting up the company, “If we didn’t do it quickly, we would die quickly.” Perhaps of this ambition, Banyan Tree achieves many awards in a very short time. As we all know, there are huge numbers of high-class luxury hotels and resorts in Asia. So, what makes Banyan Tree achieve hugely success of niche resort and spa in Asia?
3 main factors contribute Banyan Tree’s success:
Brand recognition:
Ho Kwon Ping realizes that one of the advantages in life which are proprietary is brand, having a strong brand is imperative for their company to survival. Banyan Tree is all about creating a brand. They did everything advantageous to set up the brand and promote the brand equity, for example in the way of promoting, marketing and communicating, Banyan tree differentiate itself from other competitors in the hotel market. Their brand merges top-notch quality and service with maintaining the human and natural environment that give their resorts the touch of nature, which make their customers have a strong brand awareness.
Accurate positioning:
Positioning is the process by which marketers try to create an image or identity for the target market for its product and organization. At the initial time, Banyan Tree found the gap that other high-class hotel like Hilton or Shangri-La could not fill, so, the brand positioning is related to private environmental luxury resorts. The target group is aimed at pexeople
Banyan Tree is a leading manager and developer of resorts, hotels and spas throughout the Asia Pacific. The first Banyan Tree’s hotel and resort was set up in Phuket in 1994; Up till now, Banyan Tree is associated with more than 25 resorts and hotels, over 60 spas and 80 galleries, as well as 3 golf courses. How did they do that so quickly? Mr. Ho Kwon Ping, chairman of Banyan Tree holdings limited, said at the beginning time of starting up the company, “If we didn’t do it quickly, we would die quickly.” Perhaps of this ambition, Banyan Tree achieves many awards in a very short time. As we all know, there are huge numbers of high-class luxury hotels and resorts in Asia. So, what makes Banyan Tree achieve hugely success of niche resort and spa in Asia?
3 main factors contribute Banyan Tree’s success:
Brand recognition:
Ho Kwon Ping realizes that one of the advantages in life which are proprietary is brand, having a strong brand is imperative for their company to survival. Banyan Tree is all about creating a brand. They did everything advantageous to set up the brand and promote the brand equity, for example in the way of promoting, marketing and communicating, Banyan tree differentiate itself from other competitors in the hotel market. Their brand merges top-notch quality and service with maintaining the human and natural environment that give their resorts the touch of nature, which make their customers have a strong brand awareness.
Accurate positioning:
Positioning is the process by which marketers try to create an image or identity for the target market for its product and organization. At the initial time, Banyan Tree found the gap that other high-class hotel like Hilton or Shangri-La could not fill, so, the brand positioning is related to private environmental luxury resorts. The target group is aimed at pexeople