Banyan Tree (A) By Xia Yang & Tom Gleave

Abstract

Banyan Tree Hotels and Resorts was established in 1994 by a group of Singaporean entrepreneurs. Within a short period of five years, Banyan Tree became a well-known luxury chain of hotels in Asia. In 1999, encouraged by its remarkable success, Banyan Tree began to explore the possibilities of offering branded resort and spa services at some resorts.

While the top management of the company was confident about Banyan Tree's skills and resources, the decision was not at all easy to reach, because the competitive environment in 1999 was very intensive. Besides, to establish branded resort and spa services, much like the company's previous efforts at brand building, all details would need to be carefully planned and managed.

Issues: Expansion in Asia, Marketing, Branding

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