Kester Vidal 
Strategic Principles LCB
BUSS 5273
Study Period 1 2015
&
Assessment #2 – Research Report
Lecturer: John Hatzinikolakis
Student Name: Kester Ray Guerrero Vidal
Student ID Number: 110139424
Introduction:
Providing a place where guests can take refuge from their daily lives and of course rejuvenate is one thing that Banyan Tree Hotels and Resorts can offer their clients. Their first ever branch in Bang Tao Phuket Thailand opened in 1994 by Ho Kwon Ping and family. As of today Ho Kwon Ping was able to expand his empire to a total of 30 resorts & hotels, 70 spas, 90 retail galleries and 3 championship golf courses in 28 different countries. Banyan Tree Hotels and Resorts were created to suit their guests different needs and lifestyle and was built on the foundation of sustainability. The company is very proud to have created 3 different brands, which are Banyan Tree, Angsana and Cassia.
Ever since Ho Kwon Ping started the Banyan Tree Hotels and Resorts, they have based their brand on two main factors for the organization which is to be the ideal resort for couples who would like to go on a romantic escape and most importantly that the company itself would be environmentally sensitive and an organization who is socially responsible. Branding started exactly from the several locations of the Banyan Tree Hotels and Resorts, which were made to be consistent with the facilities they offer, the designs and the ambiance built in each of the resort. The company’s goal is to build a diversified hotel chain or a niche market.
They are also fully involved with their community by assisting the local craftsmen, artisans, traders and the whole of the community by giving them possible employment. Not only that, the company only uses biodegradable products which are mostly locally made materials for their day to day operations so that they could somehow lessen the impact their wastages can do to the environment. The hotel and resort itself offers a unique
BUSS 5273
Study Period 1 2015
&
Assessment #2 – Research Report
Lecturer: John Hatzinikolakis
Student Name: Kester Ray Guerrero Vidal
Student ID Number: 110139424
Introduction:
Providing a place where guests can take refuge from their daily lives and of course rejuvenate is one thing that Banyan Tree Hotels and Resorts can offer their clients. Their first ever branch in Bang Tao Phuket Thailand opened in 1994 by Ho Kwon Ping and family. As of today Ho Kwon Ping was able to expand his empire to a total of 30 resorts & hotels, 70 spas, 90 retail galleries and 3 championship golf courses in 28 different countries. Banyan Tree Hotels and Resorts were created to suit their guests different needs and lifestyle and was built on the foundation of sustainability. The company is very proud to have created 3 different brands, which are Banyan Tree, Angsana and Cassia.
Ever since Ho Kwon Ping started the Banyan Tree Hotels and Resorts, they have based their brand on two main factors for the organization which is to be the ideal resort for couples who would like to go on a romantic escape and most importantly that the company itself would be environmentally sensitive and an organization who is socially responsible. Branding started exactly from the several locations of the Banyan Tree Hotels and Resorts, which were made to be consistent with the facilities they offer, the designs and the ambiance built in each of the resort. The company’s goal is to build a diversified hotel chain or a niche market.
They are also fully involved with their community by assisting the local craftsmen, artisans, traders and the whole of the community by giving them possible employment. Not only that, the company only uses biodegradable products which are mostly locally made materials for their day to day operations so that they could somehow lessen the impact their wastages can do to the environment. The hotel and resort itself offers a unique