Banyan Tree Hotel Group Analysis

Banyan Tree - Branded Paradise

www.martinroll.com

This week's guest column is by Martin Roll, Business & brand strategist. Martin Roll is a world-renowned thought-leader and advisor. By focusing on building and managing successful businesses through iconic brands, Martin Roll helps his global clients enhance financial value and create sustainable competitive advantage. He holds an MBA from INSEAD. He is the author of the global bestseller Asian Brand Strategy, and a weekly business columnist with Forbes and several other global media. Martin Roll is currently writing two new global management books. The first will look at the important interface between branding, leadership and strategy, and the role of the CEO. The second will discuss the role and position of the Chief Marketing Officer in management, which is set to change dramatically in the future. In this column, Martin discusses how a local brand grew to challenge established global brands in the hospitality industry in Asia.

From an early start in 1992, Banyan Tree Hotels & Resorts has grown into one of Asia’s most successful hospitality brands with numerous international awards and accolades from publications like the prestigious Condé Nast Traveler and others. Banyan Tree is one of the youngest chains of up-market and privately-held luxury boutique hotels and resorts. By successfully blending its environmental concern with the unique Asian traditions and heritage and the concept of individual luxury villas offering an intimate experience, Banyan Tree has emerged as one of the leaders in the hospitality industry.

Branding has been part of the strategy from the early start, and was born out of a necessity to differentiate a traditional overseas Chinese family business. Banyan Tree wanted to escape being overrun by cheaper competitors from Indonesia and China on the one hand, and to take the focus away from tough pricing on the other.

These have been the typical challenges for many Asian...