first Banyan Tree hotel to be located in the city unlike the other beachfront

First banyan tree hotel to be located in the city

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first Banyan Tree hotel to be located in the city, unlike the other beachfront Banyan Tree 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 spas and retail outlets. Stand-alone Banyan Tree Spas and Banyan Tree Galleries were set up as separate ventures, independent of Banyan Tree ho- tels and resorts, in various places such as Singapore, 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 by Banyan Tree, located on board of the ResidenSea, a residential 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 Phuket opened in 2001, and to support its fast-growing spa business, in 2007 Banyan Tree opened two new spa academies in Lijiang, China and Bangkok, Thailand. After establishing a foothold in the luxury re- sorts market, BTHR introduced the Angsana brand in response to demand from hotel operators in Asia that were keen to introduce spa services in their ho- tels. As the positioning of these hotels did not fit that of Banyan Tree, the company decided to launch a EXHIBIT 8: Extending the Banyan Tree Maldives Experience Onboard the Banyan Velaa 2 Detailed information on BTHR’s CSR activities can be found at .
Case 4 • Banyan Tree Hotels & Resorts 461 new brand, Angsana, a more contemporary and affordable brand than Banyan Tree, to run as stand-alone spa businesses in other hotels. The first Angsana Spa was opened in 1999 at Dusit Laguna, one of several hotels at Laguna Phuket, an integrated resort development with shared facilities located at Bang Tao Bay in Thailand. The Angsana Spa was so well received that the company quickly set up five other such spas in various hotels in Thailand. In 2000, BTHR opened its first Angsana Resort & Spa, complete with an Angsana Gallery, located less than one kilometer 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 diverse cultural heritage through unique museum-inspired merchandise. Designed to inspire and 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 Shop by Banyan Tree, Elements Jewelry by Banyan Tree, and Angsana Galleries to Angsana Spa Galleries. Banyan Tree Galleries are the retail outlets supporting the hotels, while Banyan Tree Spa Galleries support the spa outlets, selling more spa-focused merchandise such as signature aromatherapy amenities, essential oils, candles, and body care products.

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