Kamran Arshad (F-09-204)

Jawad Hashmi (F-09-202)

Inception

• Founded by Ho Kwon Ping (Travel enthusiast and former journalist)

• Ho spent 15 years managing the family business (Food products, consumer electronics and property development)

• Lost due to low-cost• Decided to build a strong brand to have a

competitive advantage• Enter in the business of luxury resorts.• Inspired by the gap in the hotel industry which was

not being filled by the giant chains (Hilton and Shangrila)

Market Segmentation.

• There exist a market segment that wanted private and intimate accommodation without the expectation of glitzy chain hotels.

• Filled the price gap between the luxurious Aman Resorts (US$650-US$7000)and Shangrila Hotel (below US$350).

• The resort should provide more than accommodation.

• Build a resort comprising individual villas, exotic in architecture design and positioned as a romantic and intimate escaped for gusts.

• Price should be between US$500 and US$2500.

For the First Guest?

• First resort in Phuket (Thailand).• Spent US$250 millions.• First guest arrived in 1994 at Phuket.• Started developing two other

– Bintan Island (Indonesia)– Vabbinfaru Island (Maldives)

What's make it different?

• Individual villas with– Private pool– Jacuzzi– Spa treatment room

• Culture and heritage of the destination• Reflects in the architecture• Furnishing• Landscape• Vegetation• Services offered• Privacy of the guests

What's make it different? (cont)

• The resorts were designed to blend into the natural landscape

• Used natural foliage and boulders as a privacy screen• The furnishing were deliberately native to convey the

exoticism of the destination with its rich local flavor and luxurious feel

• Service delivery process varied according to local culture and practices.– Dinner on a traditional Thai long boat– Accompanied by private Thai musicians– Coupled were blessed by Buddhist monks– In Maldives, wedding ceremonies are conducted under water

What's make it different? (cont)

• Banyan Tree Spa– First tropical garden spa in the industry– Offered variety of aromatic oil massages– Face and body beauty treatments using tradditional

Asian therapies– Choice of indoor or outdoor treatment– Spa products were natural, indigenous and made from

local herbs and spices– Relied mainly on the ‘human touch’ instead of energy-

consuming high-tech equipment

What's make it different? (cont)

• Banyan Tree Gallery– Items sold were made by local artisans– Included traditionally woven handmade

• fabrics,• Garments• Handicrafts• Tribal art• Spa accessories

How communicated?

• International advertising agency was hired for the company's marketing communications– Designed the Banyan Tree Logo– Came up with the marketing tagline “Sanctuary for the Senses.”– Initially extensive advertising was carried out for the short period

of time to gain recognition in the industry– Then advertised in high end travel magazines in key market– The advertisement were visual in nature with succinct copy or

showcase the awards and accolades won

• Brand awareness through public relations and global marketing programs– Relation ship with travel editors and writers– Web site– Targeted wealthy customers through agents

Corporate Social Responsibility?• Active caring for the natural and human environment• Revitalizing local communities• Creating pride and respect among staff• Worked actively to preserve, protect and promote the

natural and human environments in which Banyan Tree resorts were located

• Resorts were build from scratch using the local material • Minimized the impact on the environment• Toiletries such as shampoo , hair conditioners were

nontoxic and biodegradable and filled in reusable containers

• Waste water was also treated

Present.

• By mid 2004 in more than 40 locations in 20 countries– 15 resorts– 35 spas– 38 retail shops

BahrainChina

Indonesia

Korea

Maldives

Mexico

Seychelles

Thailand

UAE

Upcoming destinations.

• 2011– Kerala – india– Beijing – China– Macau – China– Riverside – China

• 2012– Hue – Vietnam– Dinaran – Philippines– Alqueva – Portugal– Sifah – Oman– 6 location in China

• 2013– Costa Navarina – Greece– Tamouda Bay - Morocco

References.

• http://www.banyantree.com• http://www.google.com

What do you say?