Banyan Tree's Successful Factors

1. What are the main factors that contributed to Bayan Tree’s success?

I’d like to divide this question into mainly four parts.

The first part goes to the operators. Ho Kwon Ping, the most enthusiastic traveler and business man, whose inspiration can contribute a lot of flesh into the brand or even build up a new industry. As a kind of innovator in the market place, Ho created a new type of luxury hotel and resort, that brings the hotel industry a larger gap in price, ethos and even brand identity. When we are talking about price objectives, we usually cover five things, but in that case, it is suitable for revenue and profit objectives. To some extent, Ho makes larger contribution to profit through expanding the gap of price with other competitors. Its aim is not achieving a specific target level but catering to the target first-class consumers. These kind of consumers are always the innovators in the market and offers them the new kind of hotel is a little risk to afford.

The second part is about the service and offerings. The Banyan Tree’s concept is providing a’ sense of place’ to reflect and enhance the culture and heritage of the destination. Tourists from all over the world can enjoy the distinctive Asian identity as well as the combined local culture while staying in Banyan Tree. The core service is offering the customers an exclusive and private experience accompanied with architecture, the sense of place and the promise of romance and intimacy. The supplementary service is quite different from other hotels, except some basic stuff like waking up, parking the car, doing the laundry, added with service offers, private pool, Jacuzzi and spa treatment room, then it becomes more like a private-costumed program than an accommodation. Wedding and honeymoon are also an attractive part while people are hesitating between Banyan Tree and other first-class hotels like Hilton.