Banyan Tree Resorts Essay

2106 words - 9 pages

Banyan Tree Hotels and Resorts

Service Marketing

School of Business

Table of content

I. Table of Content ……………………………………………………………….. page 2.

II. Introduction and Overview ……………………………………………… page 3.

III. Questions ……………………………………………………………………… page 4 – 8.
- Q.1 ………………………………………………………………………… page 4.
- Q.2 ………………………………………………………………………… page 4 – 5.
- Q.3 ………………………………………………………………………… page 6.
- Q.4 ………………………………………………………………………… page 7.
- Q.5 ………………………………………………………………………… page 8.

IV. Conclusions ……………………………………………………………..…….. page 9.

V. Bibliography …………………………………………………………………. page 10.






I. Introduction and Overview.


Nowadays people ...view middle of the document...

It reintroduced an exotic blend of ancient health and beauty practices, which have been passed down from generation to generation.

Banyan is a private company, headquarters is in Singapore, Mr. Ho Kwon Ping as the Executive Chairman and Mr. Ariel P Vera, as a Group Managing Director

Over the years Banyan Tree Group, is spreading its wings to the Middle East, Central America, Europe and Africa.












II. Questions.

a. Question 1: What are the main factors that contributed to Banyan Tree’s success?

Banyan Tree’s success might be attributed to the principal factor of services marketing, the brilliant idea they had. Making a Spa resorts located in a naturally places such Beach, Mountain and Deserts, it uses nature and positive life energy of plants and water to create a truly healing treatments with botanical extracts rich, typical of the region they are located. Why made a hotel spa resort just than a hotel? That’s the point, nowadays we have a lot of hotel in the world but all of them have the same service hospitality, they wanted to change that and make an combination of spa and hotel, where people goes to take a rest and in the other side be able to take an relaxing and physical therapy rest, not simply build resorts that offer guests a unique sense of place in an increasingly, it fosters relationships with local people, cultures and economies; and it nurtures sustainable physical environments to call home in creating an world-class spa. The chosen target market to wealthy couples around 30s – 40s ages looking for relaxation Other point is the work team, they work together and have a global team of highly qualified and experienced planners, architects, project managers, engineers, procurement and cost managers; all of whom are dedicated to adding value and expertise throughout. The good coordination of the team, the project they took based in the area program, designing, cost plan, and the idea of making a world-class spa. The leadership Mr. Ho Kwon Ping (Executive Chairman) is as expert a marketer as the high-flying founder of the airline-to-music Virgin group, Mr. Ariel P. Vera as a Group Managing Director, members of Human Resource Managements. (See bellow chart)

Finance factors, the organization have revenue of S$524.151 million (FY 2011), and Net income S$ 4,4 million (FY 2011)

Question 2: Evaluate Banyan Tree’s brand positioning and communications strategies.

Banyan Tree Resorts have been hired an International advertising agency for the company’s marketing communications, who design the logo of the organization, advertised in high-end travel magazines in the ley markets, the brand awareness through public relations and global marketing programs, based on the relationship with travel editors, wed sites (online advertising), targeted wealthy customers through agents. The entire brand communications strategy has been based on third party endorsements, word-of-mouth and...

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