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Julian RobinsonServices Marketing Banyan Tree Case StudyBanyan Tree is a “hotel & resort chain” with its origins in The main factors that have contributed to the success of Banyan Tree are rather numerous. For one, their position in the market was well chosen. They found a niche in betweenthe luxurious mega hotels and the smaller scale cottages, and they sunk their teeth into it. The way they build their resorts and hotels is another reason for their success. When they build, theydisturb the environment as little as possible, both enhancing the beauty of the location and maintaining the ecosystem they’re working in. This is of major importance to the locals that they employ, as it helps to build a trusting relationship between the company and the locals that Banyan Trees will ultimately employ. The way they’ve adopted to the niche they operate in is another reason they’re so successful. They artfully and organically blend the small cottage and luxury hotel in order to “create those romantic getaways” in exotic locations. Their marketing strategy has also contributed to their success. By quickly learning to generate word of mouth