3 Discuss whether the brand portfolio of Banyan Tree Angsana and Colours of

3 discuss whether the brand portfolio of banyan tree

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3. Discuss whether the brand portfolio of Banyan Tree, Angsana, and Colours of Angsana, as well as the product portfolio of beach resorts and city hotels, spas, galleries, and museum shops, fit as a family. What are your recommendations to Banyan Tree for managing these brands and products in the future? From luxurious six-star Banyan Tree resorts to small, individual Colours of Angsana branded hotels in exciting locations, these properties were bound together by one central theme: the romance of travel and the beauty of discovering the world . Banyan Tree targeted the higher end of the luxury resorts market. Angsana was more mainstream and contemporary, targeting the wider market . The Colours of Angsana range of boutique hotels catered specifically to the soft adventure tourism segment, locating in remote and exotic places
that cannot justify the premium prices charged by Banyan Tree villas. The various brands thus served to cater to different segments of the hotels and resorts industry, made distinct by price and benefits offered. Banyan Tree Bangkok, with its urban location and standard hotel rooms, did not fit well with the Banyan Tree family of beachfront resorts and the individual-villa concept . BUT THIS might explain the differences that: The city hotel was also positioned similarly on romance and intimacy although it additionally catered to business travelers. There is a heavy emphasis on spa, designed to provide an escape from the hustle and bustle of the city. It also offered various getaway/wedding packages for couples to indulge in romance and intimacy. The various facilities, such as spas and retail outlets, found across Banyan Tree resorts, were also available at Banyan Tree Bangkok. In particular, the hotel had an open-air rooftop lounge, Vertigo, at the top of the building, where guests could get a good view of the city; the lounge could also be used to host wedding receptions and other parties. Four broad product lines: accommodation, clubs, spas, and retail outlets Banyan Tree’s products and services could be classified into essentially four product lines: hotels and resorts, clubs, spas, and retail shops, under various brands and sub-brands. Banyan Tree’s properties and spas could be classified under the business of travel and leisure. The retail shops augmented and helped to extend the overall service experience through the sale of products that consumers might use at home to replicate and remind them of the Banyan Tree experience. Also, the arts and crafts sold at the shops not only served to reinforce Banyan Tree's brand personality but also fitted in the travel industry, with the sales of indigenous products that tourists can buy as souvenirs. Achieving branding consistency through management by brand Management of the portfolio by brand would achieve more consistency in branding and positioning, and also make it easier to cross-sell and bundle
products, although such an arrangement would require duplication in resources for various functions.

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