At a time when COVID has limited several brands ’ growth opportunities , Singapore-based Banyan Tree Group has chosen to respond to the crisis by launching new brands and exploring potential for conversion opportunities in resort destinations and emerging second-tier locations . Aiming to double its global footprint by 2025 to 100 properties across the world , the brand will introduce Garrya , HOMM and Folio and extend its two |
existing brands — Veya and Escape .
“ COVID has given the travel industry an opportunity to reinvent ourselves for the better . This means offering diverse experiences for evolving traveler needs and also adopting a customer-centric , agile approach ,” says Renyung Ho , senior vice president , Brand HQ of Banyan Tree Group .
The expanded , multi-brand system will not only help strengthen their stronghold in the lifestyle sector in Asia , it will also diversify their offerings to the new-age traveler . Four
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Garrya and two HOMM properties have been signed in Asia and there are more in the pipeline .
“ Different requirements and guidelines have been set for different brands ,” Ho adds . “ Besides management deals , the midscale brands are available for franchise . For the all-new concepts , such as the Banyan Tree Escape and Banyan Tree Veya , we essentially dive-deep into conceptualisation and start with our own development .”
The global footprint across all brands continues to grow , with 45 new hotels and resorts
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under design and construction in the pipeline , along with 54 operating hotels in 15 countries as of December 2021 . Management agreements for all brands have been signed around the world , including in Benin , Mexico , Greece , Saudi Arabia , Korea , Thailand , China and Vietnam .
EMERGING MARKETS The group takes pride in anchoring emerging destinations and shaping their growth and sustainable development . “ Historically we have leveraged strong brand
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14 hotelsmag . com March / April 2022 |