case on banyan tree hotels and resorts
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SUMMARYSUMMARYy Banyan Tree: One of the leading player in the luxury
resorts and spa market in Asia.
y BTHR operates with 25 resorts and hotels,68spas and
65 retail shops in more than 55 locations in
23countries.
y Founder: Ho Kwon Ping & Claire Chang
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y
Bridge price gap in the marketyConsistent with the brand promise of
romance and intimacy
y Special packages and intimate momentsy Banyan tree embrace actively caring for
the natural and human environment
revitalizing Local communities
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y Banyan tree galleries
constantly use eco friendly andrecycled materials in the
development of its
merchandise
y Banyan tree invested liberally
for the staff welfare
y CSR initiative were designed
to encourage environmentalconservation and help
ecological restoration
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y Involving local community by givingemployment and community
development projectsy BTHR introduced ANGSANA brand and
its first spa was opened in 1999 at Dusitlaguns
y 2003 launched museum shopy By 2008 it was operating in banyan tree
galleries ,spa , library shops elements
galleries(jewellery and fashion items )
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New brands introductionNew brands introduction
y Introduce the Angsana brand Introducing spa services in hotels
Opened In 1999 in Dusit Laguna
y
BTHL launched Colours of Angsana Resort &spa, complete with an Angsana Gallery Penetrate the soft adventure and cultural tourism
market, creating to the more adventurous segment of
market.
y Two hotel were lunched under the Colours of Angsana at China and Sri Lanka
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Brand portfolio of Banyan TreeBrand portfolio of Banyan Tree
y Banyan Tree the higher end of the luxury
resort market.
y Angsana w as more mainstream and
contemporary targeting the w ider market.
y The Colours of Angsana range of
boutique hotels catered specifically to the soft
adventure tourism segment.
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Factors behind successFactors behind success
Choice of target segment
Positioning and branding strategy
Product/service design and delivery
Aggressive internal marketing
Winning the support of local communities and public
interest groups
Pioneer status: first mover advantage
Pro-environmental business practices
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Architectural design
First mover advantage
Support of local community
Environmental activities
Good target market
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Current ScenarioCurrent Scenario
y In 2010 the Group opened its second resort inMexico - Banyan Tree Cabo Marques, as well asBanyan Tree Al Wadi, a one-of-its kind luxurydesert resort in Ras Al Khaimah, UAE
y Active rebalancing of investment priorities withsale of hotel in Phuket and launch of ChinaFund.
y Expect to open the following 4 new resorts inthe next 12 months:
y i. Banyan Tree Macau, Chinaii.Angsana Hangzhou, Chinaiii.Angsana Fu Xian Lake, Hu Pan, Chinaiv.Angsana Balaclava, Mauritius
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