Banyan Tree Hotels and Resorts
Banyan Tree Hotels and Resorts had become a leading player in the luxury resorts and spa market in Asia. As part of its growth strategy, Banyan Tree had launched new brands and brand extensions that included resorts, spas, retail outlets, and even museum shops. Now, the company had to consider how to manage its brand portfolio and expand its business while preserving the distinctive identity and strong brand image of Banyan Tree, its flagship brand.
• Banyan Tree's success might be attributed to an overall well designed and executed
External and internal marketing program, the choice of target segment, positioning and branding strategy, product/service design and delivery, aggressive internal marketing, attracting the support of local communities and public interest groups
Choice of target segment
The large price gap in the luxury resorts market mean that middle upper class consumers must either widen to pay for ultra luxurious resorts such as Aman, or settle for resorts, although luxurious, are catered to the masses. Ho recognized the business opportunity presented by the gap in the resorts market
Positioning and branding strategy
Establishing a strong service brand, however, would serve to distinguish BanyanTree from competitors. Positioning as a shelter for romance and intimacy was well thought out, these being timeless attributes valued by many couples.A clear brand promise of romance and intimacy, which the company consistently delivered, also helped it achieve a clear and distinctive market position. That the company consistently delivered on its promise further reinforced what Banyan Tree stood for in the minds of its customers, thereby building both brand loyalty and emotional bonds.
Product/service design and delivery
The luxurious villas and distinctive native settings provided an excellent place for guests to create memorable holiday experiences. Service employees were warm, sincere, and...