Banyan Tree Group Introduces Five New Brands to Multi-Brand Ecosystem Grounded in Purposeful Travel
Main Photo: Garrya Huzhou Lucun, China
Date: December 2021
Name: Banyan Tree Group
Location: Worldwide – 23 countries
Number of Keys: 2,559
Owner: Banyan Tree
Banyan Tree Group, one of the world’s leading independent hospitality groups, is set to double its footprint of 54 properties across 23 countries by 2025 with the introduction of 5 new brands launching in the next 18 months. Accor had/owns a stake in Banyan Tree and have a consolidated marketing strategy.
The Group’s diversified portfolio of hotels, resorts, spas, galleries, golf and residences is centred around an ecosystem of 10 global brands, including the award-winning Banyan Tree, Angsana, Cassia, Dhawa and Laguna, as well as the highly anticipated new brands of Homm, Garrya, Folio and two new Banyan Tree brand extensions, Banyan Tree Escape and Banyan Tree Veya.
This expanded global portfolio of 10 unique brands will allow the Group to increase its impact in the countries where it operates whilst taking advantage of post-Covid growth opportunities in purposeful travel.
Through the Banyan Tree Global Foundation, all brands will abide by the proprietary “Stay for Good” program*, a structured framework that aligns with the United Nations’ Sustainable Development Goals. Stay for Good embeds core stewardship values in operations and guest experience, promoting community engagement and partnership to drive long-term impact in three core pillars:
- Environment (Our Environment): Conserving ecosystems and promoting biodiversity through research and restoration, based on science-based approaches spearheaded by Banyan Tree Labs. Guests can also participate in on-site sustainability and educational citizen science programs such as coral or tree planting, with over half a million trees planted since 2007.
- Society (Our Communities): Providing sustainable workplaces for employees by ensuring diversity, satisfaction, health, safety and welfare. Banyan Group’s Seedlings program has nurtured over 100 youths through vocational life skills coaching, education, mentorship and scholarship programs.
- Governance (Our Responsibility): A multi stakeholder engagement approach that ensures accountability, a sustainable supply chain, responsible tourism and corporate governance. Banyan Tree Group mandates a Supplier Code of Conduct requiring a commitment to maximum transparency in operations.
“We have always believed that tourism can be a powerful force for driving positive change. COVID-19 gave us the impetus, pause and opportunity to reinforce our ethos of “Embracing the Environment, Empowering People” in the context of today’s needs. It is our generation’s mission to build forward better together with our partners and guests, and redefine what essential, purposeful and responsible travel looks like in this next era” said Ms. Ho Ren Yung, SVP Brand HQ.
AccorHotels and Banyan Tree announced a strategic long-term partnership in December 2016 whereby both groups will collaborate to develop and manage Banyan Tree-branded hotels around the world.
In 2021, Banyan Tree Group has signed 20 hotel management agreements worldwide including Benin, Mexico, Greece, Saudi Arabia, Korea, Thailand, China and Vietnam. Four Garrya and two Homms have been signed in Asia with more in the pipeline.
Seven openings in 2021 have included the first Garrya Huzhou Lucun in China, followed by the debut of Homm Bliss Southbeach Patong and soft-opening of Banyan Tree Veya Phuket in December 2021.
19 further openings will follow in 2022, comprising 3 Banyan Tree, 1 Banyan Tree Escape, 3 Banyan Tree Veya, 6 Angsana, 3 Dhawa, 2 Garrya and 1 Homm across 7 countries of the Maldives, Thailand, China, Indonesia, Cambodia, Mozambique and Saudi Arabia.
Investment: Not Disclosed
THPT Comment: Banyan’s expanded multi-brand approach fortifies their stronghold in the lifestyle sector in Asia, while diversifying their offerings to an increasingly diverse market of affluent travellers…..but are they in danger of having too many brands? – 10 brands for 50 or even 100 hotels….the key is that guests understand the differential
First Seen: Business Traveller
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