Employees were allowed to vary the service delivery

the services offered, some of which were unique to certain resorts. Employees were
allowed to vary the service delivery process according to local culture and prac-
tices, as long as these were consistent with the brand promise of romance and inti-
macy. Thus, in Phuket, for instance, a couple could
enjoy dinner on a traditional Thai long tail boat ac-
companied by private Thai musicians while cruis-
ing instead of dining in a restaurant. Banyan Tree
Phuket also offered wedding packages in which
couples were blessed by Buddhist monks. In the
Maldives, wedding ceremonies could be con-
ducted underwater among the corals. Guests could
also choose to dine in a castaway sandbank with
only their private chefs and the stars for company
and watch the sunset toasting champagne on a
Turkish gullet returning from a trip watching a
school of spinner dolphins.
Products and services were conceived with the
desired customer experience in mind. One such
product was the “Intimate Moments” package,
specially created for couples. This was presented as
a surprise when guests returned to find their villas
EXHIBIT 2: Banyan Tree Seychelles Blends Well into Its Natural Environment

456 Case 4 • Banyan Tree Hotels & Resorts
decorated with lit candles, incense oil lamps
burning, flower petals spread throughout the room,
satin sheets on the decorated bed, a chilled bottle of
champagne or wine, and tidbits placed next to the
outdoor bath which is decorated with flowers, can-
dles, and bath oils. The couple was presented with a
variety of aromatic massage oils to further inspire
those intimate moments.
Another draw of the resorts was the Banyan
Tree Spa, found at every Banyan Tree property.
The pioneer of the tropical garden spas concept,
Banyan Tree Spas offered a variety of aromatic oil
massages, and face and body beauty treatments
using traditional Asian therapies, with a choice of
indoors or outdoors treatment. The spa products
used were natural, indigenous products, made from
local herbs and spices. Nonclinical in concept,
Banyan Tree Spas relied mainly on the “human
touch” instead of energy-consuming, high-tech
equipment. The spa experience was promoted as a
sensorial, intimate experience that would rejuvenate
the “body, mind, and soul,” and was mainly targeted at couples who would enjoy
their treatments together.
In line with Banyan Tree’s ethos of conserving local culture and heritage and
promoting cottage crafts, Chiang founded the Banyan Tree Gallery, a retail outlet
showcasing indigenous crafts. Banyan Tree Gallery outlets were set up in each resort.
Items sold were made by local artisans and included traditionally woven handmade
fabrics, garments, jewelery, handicrafts, tribal art, and spa accessories such as incense
candles and massage oils that guests could use at home to recreate the Banyan Tree
experience.