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featuring general managers and valued associates from each resort, was formed to focus on these issues with both a regional overview and simultaneously local perspectives. Thus, the company worked actively to preserve, protect, and promote the natural and human environments in which Banyan Tree resorts were located. In 2009, BanyanTree Global Foundation was launched as a separate entity to enhance governance and institutional safeguards for funding of sustainability projects. BANYAN TREE HOTELS ANDRESORTS Banyan Tree: Branding the Intangible 525 PRESERVING THE ENVIRONMENT trees will absorb carbon dioxide and improve the quality of the environment, the main goal of this program was to Resorts were built using local materials as far as possible and, engage local communities, associates, and guests to share at the same time, minimizing the impact on the environment. the causes of climate change and actions that can reduce our At Banyan Tree Bintan, for example, the 70 villas located in collective carbon footprint. The program had planted 358. a rainforest were constructed around existing trees, cutting 885 trees by end-2014, far exceeding its target of 286, 272. down as few trees as possible, to minimize the impact the resort had on the natural environment. The villas were built on stilts and platforms to avoid cutting trees and possible soil
CREATING BRAND OWNERSHIP erosion. At Banyan Tree Maldives Vabbinfaru and Banyan Tree Seychelles, fresh water supply was obtained by the more.AMONG EMPLOYEES expensive method of desalination, instead of extracting All Banyan Tree employees were trained to the basic water from the underground water table, which risked long standards of five-star service establishments, which term disruption of the ecological system. Toiletries such included greeting guests, remembering their first names as shampoo, hair conditioner, bath foam, and body lotion and anticipating their needs. In addition, some employees provided in the resorts were non-toxic and biodegradable and got a taste of the “Banyan Tree Experience” as part of their filled in reusable containers made from celadon or ceramic. training. The management believed that the stay would help Refuse was recycled wherepossible and treated through an employees understand better what guests will experience in-house incinerator system otherwise. Waste water was also and, in return, enhance their delivery of special experiences treated and recycled in the irrigation of resort landscapes. for the guests. Through the retail arm Banyan Tree Gallery, human Although management imposed strict rules in the environment efforts were evident in the active sourcing of administration of the resorts, employees were empowered traditional crafts from indigenous tribes to provide gainful to exercise creativity and sensitivity. For example, the employment. These employment opportunities provided a housekeeping teams were not restricted by a standard bed source of income for the tribes and, at the same time, helped decoration. Rather,