Targeting high end consumers they represent various independent exclusive

Targeting high end consumers they represent various

This preview shows page 7 - 10 out of 14 pages.

(LX) and Leading Hotels of the World (LW). 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 global distribution system (GDS) code ‘‘BY’’. GDS is a that is used by travel providers to process airline, hotel, car rental reservations across 640,000 terminals of travel agents and other distribution partners around the world. Prior to BY, Banyan Tree was represented by its marketing partners, LW and Small LX. Now, Banyan Tree had its unique identity on the Exhibit 5 Banyan Tree Logo PAGE 6 j EMERALD EMERGING MARKETS CASE STUDIES j VOL. 1 NO. 1 2011 Downloaded by University of Wollongong At 19:30 08 November 2017 (PT)
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GDS code, further strengthening its brand presence and customer ownership. Banyan Tree now had enough critical mass to ensure the economic feasibility of a GDS private label. The acquisition of its own GDS code meant that Banyan Tree was transitioning from a relatively small regional player to a global brand in the eyes of the travel industry. Brand values Banyan Tree embraced certain values, such as actively caring for the natural and human environment, revitalizing local communities, which in turn created pride and respect among staff. The company hoped to build the brand on values that employees and customers could identify with and support as part of their own life values. A dedicated CSR committee, headed by Chiang featuring General Managers and valued associates from each resort, was formed to focus on these issues with both a regional overview and simultaneously Exhibit 6 Advertisement showcasing ‘‘Spa of the Year’’ Award from Conde Nast Traveller VOL. 1 NO. 1 2011 j EMERALD EMERGING MARKETS CASE STUDIES j PAGE 7 Downloaded by University of Wollongong At 19:30 08 November 2017 (PT)
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local perspectives. 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 far 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 environment. 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 water supply was obtained by the more expensive method of desalination, instead of extracting water from the underground water-table, which risked long-term disruption of the ecological system. Toiletries, such as shampoo, hair conditioner, bath foam, and body lotion, provided in the resorts were non-toxic and biodegradable, and filled in reusable containers made from celadon or ceramic. Refuse was recycled where possible and treated through an in-house incinerator system otherwise. Waste water was also treated and recycled in the irrigation of resort
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