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“Products and services were conceived with the desired customer experience in mind.” The company makes sure to create an individual experience based on who the customer is. For example, the “Intimate Moments” package, was a surprise gift that was presented to couples upon their return to the villa. The company also created other ways to draw the guests in and make sure they keep coming back. Although some of these things seem like small gestures, that’s what made the difference for their guests. Banyan Tree brand is also known for its spas, which relied on human touch, rather than high tech equipment. This was another way that Banyan Tree differentiated its brand from the countless other resorts and spas. According to the case, brand awareness was mainly generated through public relations and global marketing programs. The case also makes a point that apart from heavy advertising at the conception of the company, the company kept it minimal and targeted. Another way to communicate their brand was through relationships with travel editors and writers which helped increase editorial coverage of Banyan Tree. The company’s marketing and communication techniques are appropriate considering the fact that this is a luxury resorts market and Banyan Tree did not want to flood the market with advertisements and seem desperate for customers. The fact that they strictly on focused on high end travel magazines and invited top notch writers is also evidence to why theywanted to ensure the high end feel of the product. The acquisitions of its own GDS code also put Banyan Tree on a global scale and made it a global brand. 3. Discuss whether the brand portfolio of Banyan Tree and Angsana, as well as the product portfolio of beach resorts and city hotels, spas, galleries, and museum shops fit as a family. What are yourrecommendations to Banyan Tree for managing these brands and products in future?In 2002, Banyan Tree Hotels and Resorts took over and essentially started its first hotel that was located in a city and at that time planned to open a several other city locations. All of them were meant to be either rebuilt or built from scratch in order to conform to their established brand promise. City hotels
also had the Banyan Tree Spa and Gallery. I think the fact that these costly steps were taken in order to