Group members:

Ritika Sharma
Anchal Sharma
Abhishek Chopra
Ankush Bhatnagar
 Introduction
introduction
• Was founded by Ho Kwon Ping in 1994 in Phuket,
Thailand.
• One of the leading player in luxury resorts and
spa in the market.
• Operates with 26 resorts and hotels, 65 spas, 70
retail shops and 3 golf courses in more than 47
locations in 23 countries.
• In first ten years of establishment it won over 100
awards.
 Banyan tree’s success
• Banyan Tree offered services
which the others did not.
It comprised of:
• private pool
• Jacuzzi
• Spa treatment room
• Sense of exclusivity
• Utmost privacy
 Reflecting the culture and heritage of
destination:
• Sense of place -Same culture ambience in the
room.
• Services offered by the employees vary
according to local culture and practices.
• Services offered are conceived with the desired
customer experience in mind.
• Natural spa products.
Architectural design

Luxurious feel at low price

First mover advantage

Support of local community

Environmental activities

Good target market

 Brand positioning
• Banyan tree is positioned as a romantic place
rather than luxurious accommodation as
touted by most of its competitors.
 Communica
tion
strategies

Internationa
Mass
l advertising
agency marketing

Created
Web site
strong public
was set up relations
 Can banyan tree maintain
its position in an
increasingly over crowded
resorts market???
 The answer is “YES”

Unique service experience

reasons Preserving, promoting and

protecting the natural environment

Introduction of new brands

 Brand portfolio of Banyan Tree
• Banyan Tree the higher end of the luxury
resort market.
• Angsana was more mainstream and
contemporary targeting the wider market.
• The Colours of Angsana range of boutique
hotels catered specifically to the soft
adventure tourism segment.
 Recommendations
• Consistent marketing- banyan tree should make
constant efforts to communicate its brand.
• Completely shifted their focus on exclusive
luxury holidays specialized agents which was
not good.
• Equality in fares between the two brands should
be maintained.
• Less study done on competitors working.
 Current Scenario
• In 2010 the Group opened its second resort in Mexico -
Banyan Tree Cabo Marques, as well as Banyan Tree Al Wadi,
a one-of-its kind luxury desert resort in Ras Al Khaimah, UAE
•  Active rebalancing of investment priorities with sale of hotel
in Phuket and launch of China Fund.
• Expect to open the following 4 new resorts in the next 12
months:
• i. Banyan Tree Macau, China
ii. Angsana Hangzhou, China
iii. Angsana Fu Xian Lake, Hu Pan, China
iv. Angsana Balaclava, Mauritius
How Recession affected Banyan Tree:

Global Recession has affected the travel industry as holiday makers

and business travelers get cost conscious.

Due to this the revenue and operating profit of Banyan Tree

decreased.

The management has undertaken several cost cutting measures at

the operations level and has also deferred major capital investment
to preserve cash.