DEVELOPMENT
Banyan Tree Samui in Koh Samui , Thailand
BRAND EXPANSION STRATEGY Banyan Tree , the group ’ s flagship brand , presently accounts for 50 % of the group ’ s portfolio . The brand plans to add 12 more properties in the next three years , including new Banyan Tree resorts in China and launching in Busan , South Korea , Manila Bay in the Philippines , Tuwaiq in Saudi Arabia and an eco-friendly hotel in Singapore as part of Mandai Wildlife Reserve ( marking the group ’ s debut in Singapore ).
The group ’ s wellness-centric brand , Banyan Tree Veya , will open a property in the hills of Baja California with the opening of Banyan Tree Veya Valle de Guadalupe Resort , Spa and Winery . This will be the group ’ s fourth property in Mexico .
After introducing a “ no-walls , no-floors ” concept with Buahan , a Banyan Tree Escape resort in Bali , the second Banyan Tree Escape will be built in Lampung , on the Indonesian island of Sumatra , in the next two years .
Angsana , the lifestyle brand focused on authentic experiences , will open resorts in Vietnam , China , Cambodia and Taiwan by 2025 . In Europe , the brand will launch in Spain in 2026 with the opening of Angsana Real de la Quinta Benahavis Marbella , an exclusive residential community offering hotel and residential long-term rentals and ownership .
After opening properties in Phuket , Bintan , Banyan Tree ’ s extended-stay brand , Cassia , has four more properties in its pipeline — one in the Sokcho and Saekdal beach South Korea , two in Bangkok and one in Hokkaido , Japan .
The conversion of a former Angsana resort to Dhawa Ihuru in the Maldives , followed by Dhawa Xi ’ An Chanba ’ s & Dhawa Jinan Daming Lake in China early this year marked the debut of the Dhawa brand . The brand will grow its presence across Asia with the opening of opening of Dhawa Ho Tram in Vietnam , as well as Beihai Weizhou Island hotels in China .
The newly-launched brand Homm will see openings in Bali ( 2023 ) and Vietnam ( 2024 ).
Garrya , the brand inspired by Asian sensibilities and natural elements , was introduced in 2022 with openings in China , Japan and Thailand . The fast-growing brand will see more properties being added in Indonesia ( a new-build property in Yogyakarta ), four resorts in Vietnam and two in China — all by 2025 .
In terms of absolute volume of signings , Banyan Tree leads with 10 projects scheduled to open by 2025 , while Garrya has seven properties in the pipeline set to open by 2025 . The group attributed Garrya ’ s fast-paced growth to the brand ’ s unique concept .
“ At Garrya , we embrace the concept of slow living , which encourages individuals to take a step back from their hectic lifestyles and focus on what truly matters . Garrya ’ s brand values are rooted in ‘ beauty in simplicity ’ and the pillars of balance and contemplation , which are increasingly relevant in today ’ s fast-paced world . Through Garrya offerings , guests are provided with an opportunity to disconnect from the noise of the world and reconnect with themselves . Additionally , there is a demand in the market for a hotel upper upscale / luxury segment that merges simplicity and minimalist style as a core concept which is perfect for Garrya ,” Renyung said .
Banyan Tree ’ s approach to expansion is “ go wide deep ,” which means going wide in terms of multi-brand approach and going deep with tailored and omnichannel experiences , especially with the Banyan Tree brand .
“ This approach enables us to build on our existing success in a particular country and leverage the understanding of local culture and preferences to create unique and appealing experiences . By focusing on new destinations , they can also broaden their reach and appeal to a wider range of travelers ,” Renyung said .
56 hotelsmag . com June May 2023