Something Asia is not short of. Given the inevitable turmoil of the volatile hospitality industry, Ho Kwon Ping was convinced from the beginning that a strong focus on branding would give Banyan Tree a sustainable competitive advantage. This is a challenge which goes to the very foundation of the company — management of the brand and allocation of resources.
InBanyan Tree launched its fourth brand, Dhawa, a casual and contemporary full-service hotel targeting middle-class travellers.
Ho Kwon Ping has received numerous awards over the years. The company also engages in numerous projects such as the Sea Turtle Protection program and has built health clinics, schools, and temples for the communities in which their resorts are located.
The Banyan Tree brand portfolio has increased comprising different business lines, target groups and price segments. The brand was later discontinued and wrapped under the Angsana brand.
Upon purchase of an old abandoned tin mine that was polluted, the founders decided to cleanse the acid-laden soil by planting more than 7, trees. Today, almost every Banyan Tree property includes a Spa.
View our dining options in Bintan. The company has based its brand on the two main beliefs of the Banyan tree market segmentation. With quirky room designs, the hotel provides guests numerous options to customize room settings to their preferences.
Cassia was created to bring together investment Banyan tree market segmentation for the growing middle-class looking for affordable holiday homes as well as the opportunity to develop an innovative hotel product in the serviced apartment segment.
When the Asian tsunami struck in Decembernone of the properties were badly damaged from the disaster. With the backing of the Banyan Tree brand and its strong recognition in the leisure industry, Angsana has been well received around the world.
The leisure industry is volatile and Banyan Tree is hedging against unexpected events and cyclical economies by having hotel resorts in different locations.
Branding has started right from the locations of the Banyan Tree resorts and has been consistent through the designs, the facilities offered, and the ambience created in each of the resorts. Banyan Tree and its portfolio brands have won over awards and accolades since the company was established in It focuses on providing a personable and individual experience for guests.
Today, the private pool villa concept has proliferated to other resort groups and is used as a benchmark in the hospitality industry. By successfully blending its environmental concern with the unique Asian traditions and heritage and the concept of individual luxury villas offering an intimate experience, Banyan Tree has emerged as one of the leaders in the hospitality industry.
Unfortunately an oil glut in nearly bankrupted the business. Concern for the nature and environment surrounding the resorts has always been a trademark of Banyan Tree.
Similar to how the banyan tree provided shelter to weary travelers in the olden days, the founders decided to name the resort Banyan Tree as a symbol of the relief and comfort provided by its natural properties, and of rest and relaxation to the world-weary.
During the first week of June every year, all their hotels around the world commit to plant two trees per room night as a gesture of environment conservation and habit protection.
With charming Balinese-style villas, set on stilts in the hillside, these villas feature stunning views and relaxed comfort.
They have three children — two sons and a daughter. As Banyan Tree has already expanded way beyond Asia where it started, the company faces the typical dilemma of any Asian brand to find a balance between being distinctively Asian and developing a more globally-oriented image.
Dining in Bintan Our Bintan retreat offers four gorgeous restaurants, serving Thai, Indonesian and modern European food. How was the brand established? It also operates stand-alone Angsana Spas. This requires substantial resources, management focus, and control of the brand portfolio to stay relevant and competitive.
Activities and Itinerary Bintan is the perfect combination of relaxation and activities. As a young couple, they enjoyed island living and the idea of having a private sanctuary and believed this was what their peers coveted.
Banyan Tree has successfully demonstrated that strong Asian brands can be created and sustained on a global basis.
Events and Meetings With its close proximity to Singapore, Bintan is a great destination for an intimate corporate event or meeting. In JuneBanyan Tree announced the launch of their new brand, Cassia, focusing on a new market for the company.
Kwon Ping grew up and studied in Thailand. It is indeed a leading business case from Asia demonstrating the importance of strategic branding. As part of the continued efforts to provide assistance to the local community, Banyan Tree decided to focus on medium- and long-term relief efforts aimed at rebuilding shattered lives.
Club Med is a hospitality brand also focusing on providing a luxury holiday, but with a brand position slightly different from Banyan Tree as it focuses more on providing guests with fun-filled activities like archery, golf and excursions.
View our dining outlets here. Come for a romantic escape, or make it your dream wedding destination.Banyan Tree Market Segmentation.
1. Growth and development of Banyan Tree. Banyan Tree Holdings Limited is a leading, international hospitality brand that manages and develops premium resorts, hotels and spas.
From a single boutique resort in Phuket inBanyan Tree has grown into a multi-business operator globally. Listed on the. Segmentation and positioning of Banyan Tree in Indian market Positioning: Banyan tree positions itself in the niche market segment by promising its customers with the best experiences in terms of spa and resort facilities.5/5(3).
Market Segmentation BT targeted a market segment that looked for personal and intimate accommodation without the expectation of showy chain hotels. Thus, BT’s target was the higher end of the luxury hotels and resorts market.
Positioned towards the wealthy, couples looking for relaxation, Banyan Tree Palawan will better the company’s existing imagePositioning 7. How important is the brand name to the target customersAbid Butt said, “our target is the luxury, premium market percent of our guest are couples looking for romance.
Our Banyan Tree resort is the only all-villa resort in Bintan. With charming Balinese-style villas, set on stilts in the hillside, these villas feature stunning views and relaxed comfort. View our villas here. Banyan Tree also has extensive plans for China, which is expected to be a huge growth market due to booming domestic travel patterns and rising new affluent consumer groups seeking status and luxury experiences as well as the enormous inbound tourism market.Download