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in. The whole Banyan Tree experience was engineered to appeal to one’s senses, giving guests a unique value proposition unlike the regular room stays offered by competitors then; Satisfied guests not only became loyal customers but also helped spread positive word-of-mouth, which in turn gained the company new customers.Aggressive internal marketing Generous staff welfare policies created a strong sense of brand ownership among employees, which motivated them to achieve service excellence. employees may not always provide the standard service across all the resorts nor always similar to thatcommonly found in five-star establishments in developed countries, their friendly and respectfulattitudes towards guests more than made up for it and actually provide an element of surprise even to the most regular guests.Winning the support of local communities and public interest groups The company’s considerable investments in conserving/preserving/promoting the social/cultural/naturalenvironment beyond what was required of the company (without sacrificing on service quality) showed proof of corporate ethics that were driven by the management’s personal values. Overall, Banyan Tree was viewed by guests, staff, local communities, and public interest groups as a warm, sincere, caring, ethical, and responsible company. Even when guests wander beyond the resorts’ compounds, the genuine feelings of hospitality and appreciation showed by the local communities at the villages made guests felt welcome and at home, making the entire stay pleasant and memorable.
Pioneer status: first mover advantage At a time when clinical spas were the norm, Banyan Tree invested in tropical garden spa pavilions, pioneering the concept of tropical spas and Asian therapeutic massages, a novelty which proved to be popular. Establishments that were interested in providing similar spa services naturally approached themto establish an outlet in their premises, which helped further promote the concept of tropical garden spas beyond the regional markets.Pro-environment business practices environmentally conscious sometimes resulted in costlier business decisions, for Banyan Tree, a major part of the resorts’ attraction was in the natural beauty of the location in which the villas were located. So, it made economic sense to protect and preserve the resorts’ surrounding environment to ensure that it remained an attractive tourist destination in the long run, or as Banyan Tree put it, “to prevent today’s darling from becoming tomorrow’s has-been.”Such pro-environmental business practices also generated a lot of positive publicity and won the company several awards, and these not only helped increase the brand awareness of Banyan Tree but also generated much interest among potential customers.