banyantreecom increasingly drove online bookings and provided vivid information

Banyantreecom increasingly drove online bookings and

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banyantree.com, increasingly drove online bookings and provided vivid information about the latest offerings of Banyan Tree’s fast growing portfolio. The management of marketing activities was centralized at the Singapore headquarters for consistency in brand building. BTHR appointed a few key whole- salers in each targeted market and worked closely with them to promote sales. Rather than selling through wholesale and retail agents that catered to the general market, BTHR chose to work only with agents specializing in exclusive luxury holi- days targeted at wealthy customers. Global exposure was also achieved through Banyan Tree’s membership in the Small Luxury Hotels and Leading Hotels of the World. Targeting high-end consumers, they represent various independent exclusive hotels and have sales offices in major cities around the world. The end of 2007 marked a new stage of Banyan Tree’s global expansion, with the launch of its own GDS code “BY.” GDS is a global distribution system used by travel providers to process airline, hotel, and car rental reservations across 640,000 termi- nals of travel agents and other distribution part- ners around the world. Prior to BY, Banyan Tree was represented by its marketing partners, Leading Hotels of the World (LW) and Small Luxury Hotels (LX). Now, Banyan Tree had its unique identity on the GDS, further strengthening its brand presence and customer ownership. Banyan Tree now has enough critical mass to en- sure the economic feasibility of a GDS private la- bel. The acquisition of its own GDS code meant that Banyan Tree was transitioning from a rela- tively small regional player to a global brand in the eyes of the travel industry. Brand Values Banyan Tree embraced certain values, such as ac- tively caring for the natural and human environment and revitalizing local communities, which in turn EXHIBIT 5: Banyan Tree Logo EXHIBIT 6: Advertisement Showcasing “Spa of the Year” Award from Conde Nast Traveller
458 Case 4 • Banyan Tree Hotels & Resorts created pride and respect among staff. The company hoped to build the brand on val- ues that employees and customers could identify with and support as part of their own life values. A dedicated corporate social responsibility committee, headed by Chang and featuring general managers and valued associates from each resort, was formed to focus on these issues simultaneously with both a regional overview and local perspec- tives. Thus, the company worked actively to preserve, protect, and promote the natural and human environments in which Banyan Tree resorts were located. Preserving the Environment Resorts were built using local materials as much as possible and at the same time minimizing the impact on the environment. At Banyan Tree Bintan, for example, the 70 villas located in a rainforest were constructed around existing trees, cutting down as few trees as possible, to minimize the impact the resort had on the natural environ- ment. The villas were built on stilts and platforms to avoid cutting trees and possible soil erosion. At Banyan Tree Maldives Vabbinfaru and Banyan Tree Seychelles, fresh

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