Banyan Tree

Evaluation:

• pioneer for green tourism
• remaining market leader
• strong customer base (returning guests)
• increasing competition
• stock price development:

Branding the

Intangible

Communication strategy

minimal advertising

1. Third party endorsement

• global marketing programs -> advertisement in high-end travel magazines
• key wholesalers in each targeted market to promote sales
• global exposure through membership in the Small Luxury Hotels and Leading Hotels of the World
• launch of its own Global Distribution System code "BY"

2. Word-of-Mouth

customers and co-branding activities with strategic partners are the major channels

• customers share their experiences with others, create awareness leading to potential future customers
• co-branding -> reatil outlets, Banyan Tree Galleries, the Museum Shop, Elements Jewelry and Angsana Galleries and Spa Galleries

3. Public Relations

• relations to travel editors and writers to encourage visits to the resorts
• generate awareness and interest with their socially responsible business values and practices caring for the social and natural environment
• several programs to educate the customers, supporting local communities and protecting the environment (Greening Communities Program)

Bild-Quelle: http://media.corporate-ir.net/media_files/IROL/20/200797/8_18_2015/Results_Briefing-2Q15.pdf

Eco friendly & sustainable

• strong VALUES to social & natural environment

• Greening Communities (plantation to reduce CO2 footprint and creation of jobs)
• non toxic toiletries, fresh water production
• Green Imperative Fund (guests can donate for local environment programms)
• Museums Shops shows Asia´s rich and diverse cultural heritage
• education to customers with activities to help the environment an local tribes

• resorts have individual villas (local architecture & furniture )
• create exclusivity, utmost privacy, romantic & intimate
• attachment to the nature with outdoor spas, dinning at the beach, under water wedding

Special Staff:

• staff service 5 star oriented to local culture
• employees take care about the identification with Banyan Tree

Support of locals:

• programs for locals, creating new jobs, scholarships (breakout of the vicious cycle of poverty), protection of local cultures

Expansion on the global market:

• expansion of Banyan Tree to urban areas (Bangkok)
• expansion not with quantity but with few

exclusive resorts, hotels and outlets

Bild-Quelle: http://media.corporate-ir.net/media_files/IROL/20/200797/8_18_2015/Results_Briefing-2Q15.pdf

Brand Positioning

• remote exotic locations
• leading player in luxury resort & spa market in Asia
• growth strategy by launching new brands, resorts, residences, retail outlets, spas and museums shops
• spas have a big variety of local techniques & materials
• galleries retail local and indigenous crafts
• spa galleries selling spa products for the use at home

Banyan Tree Koh Samui, Thailand

Company Roots

• eco-friendly from the very first beginning
• first Banyan Tree Resort in 1994
• focus on the journey, discovery and the romance of travel

Your Sanctuary for the Senses

https: //cdn.kiwicollection.com/media/property/PR008440/xl/008440-05-exterior-cliff-view-evening.jpg

Brand Portfolio & Destinations

Our Mission:

• inspiring experience among our guests
• instilling pride and integrity in our associates
• enhancing both the physical and human environment in which we operate
• building a globally recognised brand

Bild-Quelle: http://media.corporate-ir.net/media_files/IROL/20/200797/8_18_2015/Results_Briefing-2Q15.pdf

Thank you for your attention

Sources:

• http://www.banyantree.com/en/
• http://media.corporate-ir.net/media_files/IROL/20/200797/BTH_AR2014_SGX.PDF
• http://investor.banyantree.com/phoenix.zhtml?c=200797&p=irol-stocklookup
• http://media.corporate-ir.net/media_files/IROL/20/200797/8_18_2015/Results_Briefing-2Q15.pdf
• http://media.corporate-ir.net/media_files/IROL/20/200797/Banyan_SR2014_SGX.PDF

Natalie, Juliane, Marc, Ege, Moe, Chris