The Art of Luxury Issue 50 2022 | Page 10

LUXURY TRAVEL
Deepening this mission amidst expansion , Banyan Tree Group ’ s operation of Stay for Good across its multi-branded ecosystem ensures that each location , no matter how far apart , is unified in its commitment to regenerative and wellbeing practices .
“ 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 .
Throughout 2022 , the Group will introduce new brands Garrya , Homm and Folio , as well as 2 new brand extensions of Banyan Tree named Veya , and Escape . Each of the 5 new brands to be released are responses to macro and regional trends in travel accelerated by Covid ’ s impact such as conversion opportunities in resort destinations , emerging second-tier tourism destinations , as well as a greater desire for wellbeing and sustainability-minded travel offerings .
“ This expanded multi-brand ecosystem fortifies our stronghold in the lifestyle spectrum in Asia , while diversifying our offerings to meet the evolving needs of diverse , affluent travellers around the world ,” said Mr . Eddy See , President of Banyan Tree Group . “ As an independent , mission driven company with our core DNA in wellbeing and sustainability , we define what ‘ good growth ’ looks like . We are committed to being an exemplar and leader in our field , inspiring better living for our guests and associates in all the communities where we operate .”
10 The Art of Luxury Issue 50 2022