Page 25 - RLI September 2019

Embracing the Environment, “Banyan Tree epitomises the

romance of travel. It is the

Empowering People adventure and excitement of being
a first mover that draws us to
destinations on the upswing”

Banyan Tree Group is a leading international operator “Sustainability is an ingrained mindset which is part of our
organisational DNA from the very beginning. This is one of
and developer of premium resorts, hotels, residences, spas the key areas that we are truly proud of,” says See.
Many of the group’s loyal guests are partakers of its Stay
and golf courses. Here, RLI sits down with Banyan Tree for Good programme where the Green Imperative Fund
Holdings President & Group Managing Director Eddy See donations are dollar-matched by the hotels. Close to USD 8
million has been disbursed to various sustainability projects
to discuss how the last 12 months have gone and what lies through its non-profit arm, Banyan Tree Global Foundation. DHAWA JINSHANLING
Hebei, China
With the increasing importance of online channels, the
ahead for the company. company focuses on enhancing its e-commerce capabilities
and elevating content marketing with precise audience-
targeting and richer media planning and buying. It has BANYAN TREE KO SAMUI
identified niche opportunities and occasions to drive brand Ko Samui, Thailand
urrently operating 47 hotels and resorts, 64 spas, When searching for new locations and properties, the value and direct bookings to create growth for incremental
75 retail galleries and three golf courses in 24 group tries to keep a balance between emerging destinations room nights and revenue.
countries, the Banyan Tree Group has a pipeline and those of travellers’ favourites. So what would See say is the ethos of the business?
C of 49 hotels and resorts under construction and “Banyan Tree epitomises the romance of travel. It is the “Championing 25 years of sustainable development since
development, of which many will be open and operating by adventure and excitement of being a first mover that draws us our inception in 1994, Banyan Tree Group has pioneered
the end of 2022. More than 50 per cent of these openings will to destinations on the upswing,” explains Eddy See, Banyan Tree the journey of stewardship in our commitment towards the
take place in China with the remaining spread across the globe. Holdings President & Group Managing Director. “Though this environment and the communities.”
In 2018, the Group had successfully signed 26 hotel agreements requires more effort to educate the market on the beauty and See feels the challenge in front of the company is to remain
across its four brands in Greater China, Fiji, Palau, Cambodia, uniqueness of the new locale, it is in line with our brand’s business independent and yet be able to benefit from consolidation
Indonesia, Vietnam and Spain. With its continual global expansion, model and our passion to create exceptional guest experiences.” to strengthen the brand, maintaining brand clarity and
it will be steadily growing Banyan Tree and Angsana brands in As a pioneering brand, the company introduced a number distinctiveness. It is exploring new brands which will cater to
Americas, Europe and Africa continents while creating a stronghold of firsts into the hospitality market. Some examples of these specific segments of the hotel industry, to develop a portfolio
in Asia Pacific with its Cassia and Dhawa brands in the portfolio. are two popular product concepts – the all-pool villa resort of hospitality products which delivers a range of aspirational
As one of the most successful Asian-inspired brands, and the Asian tropical garden spa while for service culture experiences across different price points.
Banyan Tree Group garnered a staggering 241 global awards – the development of local talents and empowerment of “After the first 25 entrepreneurial years, the next 25 will
last year, recognition for the exceptional experiences they women. It provides hotel career growth, sustains local artisans’ be about Banyan Tree Group’s strengthening and deepening
offer as a leading hospitality brand. livelihoods and crafts through Banyan Tree Gallery retail outlets of the resources and infrastructure for brand delivery while BANYAN TREE KUALA LUMPUR
The latest hotel opening was the Angsana Xishuangbanna and trains countless skilful therapists through Banyan Tree Spa surging forth into new frontiers,” See explains. Kuala Lumpur, Malaysia
property in China in January. Next year 10 new hotels Academy. Celebrating 25 years, it has championed sustainability, “This year marks our 25th anniversary, and to us at Banyan
will open and these will include Angsana Corfu in Greece, embedding this into its development and operating values. Tree, it is the vehicle through which we express our sense of
Angsana Teluk Bahang, Penang in Malaysia, Angsana Siem Reap Driven by a deep sense of place, Banyan Tree Group purpose. We have dedicated the celebrations to thanking our
in Cambodia, Banyan Tree Krabi in Thailand and Angsana and curates the uniqueness of each destination and is inspired by associates (staff) – our pride and pillar of success. Together
Dhawa Leishan in China. Openings beyond 2020 will see the the local heritage, culture and natural surroundings of each we have built a business that is grounded on our ethos of
launch of Banyan Tree in Kyoto, Japan, Banyan Palau, Banyan location - creating a sanctuary for the senses imbued with ‘Embracing the Environment, Empowering People’ wherever
Tree Cayo Buba and Angsana Cayo Buba in Varadero, Cuba. locally-inspired design. we are planted,” concludes See.

BANYAN TREE YANGSHUO BANYAN TREE SPA SANCTUARY PHUKET
Guangxi, China Phuket, Thailand

BANYAN TREE CABO MARQUéS
Acapulco, Mexico

OCTOBER 2019 RETAIL & LEISURE INTERNATIONAL 21