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first Banyan Tree hotel to be located in the city, unlike the other beachfront BanyanTree properties. Banyan Tree planned to open city hotels in Seoul, Beijing,Shanghai, and Hangzhou, and Angsana expanded into Dubai and London.As the Banyan Tree brand became established,the company began expanding its network of spasand retail outlets. Stand-alone Banyan Tree Spasand Banyan Tree Galleries were set up asseparate ventures, independent of Banyan Tree ho-tels and resorts, in various places such asSingapore, Shanghai, Sydney, India, and Dubai, op-erating either in other hotels or as stand-alone out-lets. Its most recent spa was The World Spa byBanyan Tree, located on board of the ResidenSea, aresidential cruise ship, offering Banyan Tree signa-ture spa treatments to the world’s only resort com-munity travelling the globe.In addition to the Spa Academy in Phuketopened in 2001, and to support its fast-growing spabusiness, in 2007 Banyan Tree opened two new spaacademies in Lijiang, China and Bangkok, Thailand.After establishing a foothold in the luxury re-sorts market, BTHR introduced the Angsana brandin response to demand from hotel operators in Asiathat were keen to introduce spa services in their ho-tels. As the positioning of these hotels did not fit thatof Banyan Tree, the company decided to launch aEXHIBIT 8:Extending the Banyan Tree Maldives Experience Onboardthe Banyan Velaa2Detailed information on BTHR’s CSR activities can be found at .
Case 4 • Banyan Tree Hotels & Resorts461new brand, Angsana, a more contemporary and affordable brand than Banyan Tree, torun as stand-alone spa businesses in other hotels.The first Angsana Spa was opened in 1999 at Dusit Laguna, one of several hotelsat Laguna Phuket, an integrated resort development with shared facilities located atBang Tao Bay in Thailand. The Angsana Spa was so well received that the companyquickly set up five other such spas in various hotels in Thailand. In 2000, BTHR openedits first Angsana Resort & Spa, complete with an Angsana Gallery, located less than onekilometer away from Banyan Tree Bintan in Indonesia.In 2003, Banyan Tree launched The Museum Shop by Banyan Tree—a joint part-nership with Singapore’s National Heritage Board to showcase Asia’s rich and diversecultural heritage through unique museum-inspired merchandise. Designed to inspireand educate shoppers, The Museum Shop by Banyan Tree makes history more accessi-ble and approachable to the layperson. By 2008, Banyan Tree had in total 65 retail out-lets, ranging from Banyan Tree Galleries, Banyan Tree Spa Galleries, The Museum Shopby Banyan Tree, Elements Jewelry by Banyan Tree, and Angsana Galleries to AngsanaSpa Galleries.Banyan Tree Galleries are the retail outlets supporting the hotels, while BanyanTree Spa Galleries support the spa outlets, selling more spa-focused merchandise suchas signature aromatherapy amenities, essential oils, candles, and body care products.