Beginning in 1994 as a sanctuary for the senses, Banyan Tree Holdings’ presence grew from a single resort in Phuket to become one of the world’s leading independent, multi-branded hospitality groups today. The Group’s diversified portfolio of hotels, resorts, spas, galleries, golf and residences is centered on five award-winning brands – Banyan Tree, Angsana, Cassia, Dhawa and Laguna – that offer exceptional design-led experiences for global travellers of today and tomorrow.
Banyan Tree Holdings was founded on the core concept of sustainability, which continues to guide its business focus of creating long-term value for all stakeholders and destinations across its network of properties, products and brands, through a purpose-driven mission to breathe new life into places, spaces and experiences to serve the greater good.
Banyan Tree Holdings’ value-creation strategy is backed by the Group’s “asset-right” model, which is designed to maximise value for its stakeholders through a three-pronged approach. This comprises rebalancing asset ownership to focus on key competencies, unlocking its land bank to realise development value and lastly, growing fee-based segment through strategic partnerships and collaborations with industry leaders.
Banyan Tree Holdings’ business comprises three core operating segments: Hotel Investments, Residences and Extended Stay for Hotel and Laguna Residences, and Fee-based which include hotel management, club management and fund management, Spa and Gallery operations and Design and Other Services. These collectively form an operating portfolio of diversified yet interconnected offerings aimed at capturing distinct market segments and flowing them through the different brands to extend customer lifetime value.
Banyan Tree Holdings is dedicated to ensuring the longevity of its business through a clear growth strategy that draws on its competitive differentiator in providing the best experiences for its guests. The Group is committed to understanding the megatrends that are changing the hospitality and travel landscape, and uncovering new opportunities for innovation and growth as it seeks to holistically transform its business through strategic partnerships and technological transformation.
Banyan Tree's vision is to build globally recognised brands which, by creating exceptional experiences for the guests, instilling pride and integrity in the associates, and enhancing both the physical and human environment in which it operates, deliver attractive returns to the shareholders.
Rooted in the ethos of “Embracing the Environment, Empowering People”, the Group places emphasis on the physical and human environment when making business decisions. The resorts and hotels are constructed in harmony with the natural surroundings, through thoughtful design and construction techniques and hotel operations. With 10,000 associates across 24 countries, Banyan Tree Management Academy (BTMA) was established in 2008 to support the Group’s goals through advancing people development, management excellence, and learning with integrity and meaning.
Banyan Tree Holdings has received over 2649 industry awards and accolades since inception. It has also received recognition for its commitment to environmental protection and community development through its Banyan Tree Global Foundation (BTGF), which aligns the Group’s efforts to the UN Sustainable Development Goals. Executing on its regionalised growth strategy, the Group’s global footprint continues to grow with 46 new hotels and resorts under design and construction in the pipeline, in addition to 49 operating hotels in 24 countries as of November 2020.
Banyan Tree Holdings entered a strategic long-term partnership with Accor in 2016 to develop and manage Banyan Tree branded hotels around the world along with the access to Accor’s global reservations and sales network, as well as the loyalty programme ALL - Accor Live Limitless. It also formed a joint venture with China Vanke Co. Ltd. in 2017 – focusing on active ageing and wellness hospitality projects.