Employees were allowed to vary the service delivery process according to local

Employees were allowed to vary the service delivery

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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
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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.
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