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the services offered, some of which were unique to certain resorts. Employees wereallowed 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 couldenjoy dinner on a traditional Thai long tail boat ac-companied by private Thai musicians while cruis-ing instead of dining in a restaurant. Banyan TreePhuket also offered wedding packages in whichcouples were blessed by Buddhist monks. In theMaldives, wedding ceremonies could be con-ducted underwater among the corals. Guests couldalso choose to dine in a castaway sandbank withonly their private chefs and the stars for companyand watch the sunset toasting champagne on aTurkish gullet returning from a trip watching aschool of spinner dolphins.Products and services were conceived with thedesired customer experience in mind. One suchproduct was the “Intimate Moments” package,specially created for couples. This was presented asa surprise when guests returned to find their villasEXHIBIT 2:Banyan Tree Seychelles Blends Well into Its Natural Environment
456Case 4 • Banyan Tree Hotels & Resortsdecorated with lit candles, incense oil lampsburning, ﬂower petals spread throughout the room,satin sheets on the decorated bed, a chilled bottle ofchampagne or wine, and tidbits placed next to theoutdoor bath which is decorated with ﬂowers, can-dles, and bath oils. The couple was presented with avariety of aromatic massage oils to further inspirethose intimate moments.Another draw of the resorts was the BanyanTree Spa, found at every Banyan Tree property.The pioneer of the tropical garden spas concept,Banyan Tree Spas offered a variety of aromatic oilmassages, and face and body beauty treatmentsusing traditional Asian therapies, with a choice ofindoors or outdoors treatment. The spa productsused were natural, indigenous products, made fromlocal herbs and spices. Nonclinical in concept,Banyan Tree Spas relied mainly on the “humantouch” instead of energy-consuming, high-techequipment. The spa experience was promoted as asensorial, intimate experience that would rejuvenatethe “body, mind, and soul,” and was mainly targeted at couples who would enjoytheir treatments together.In line with Banyan Tree’s ethos of conserving local culture and heritage andpromoting cottage crafts, Chiang founded the Banyan Tree Gallery, a retail outletshowcasing indigenous crafts. Banyan Tree Gallery outlets were set up in each resort.Items sold were made by local artisans and included traditionally woven handmadefabrics, garments, jewelery, handicrafts, tribal art, and spa accessories such as incensecandles and massage oils that guests could use at home to recreate the Banyan Treeexperience.