Product Strategy

Product lines and Logo

Banyan Tree’s products and services could be classified into four product lines:

1. Hotel & Resort

Deluxe Villa

Pool Villa


Sanctary Villa

Two Bedroom Pool Villa

Deluxe Two Bedroom Villa

Spa Pool Villa

DoublePool Villa

Two Bedroom DoublePool Vill

2. Clubs

Laguna Phuket Golf Club is an 18-hole, par-71 resort course, designed by Max Wexler and David Abell, which challenges golf enthusiasts of all abilities. Measuring 6,654 yards from the back tees and 5,464 yards from the forward tees on the manicured grounds of Laguna Phuket Golf Club,

3. Spas

Banyan Tree Spa Phuket - Internationally acclaimed Banyan Tree Spa Phuket offers an exotic blend of massages and body treatments inspired by traditional Asian health and beauty remedies. As the pioneer of the tropical garden setting concept, the spa features pavilions which are re-creations of royal Thai salas in all their splendour.

4. Retail shops

Helped to extend the overall service experience through the sale of products that consumers might use at home to replicate and remind them of the Banyan Tree experience. Also, the arts and crafts sold at shops not only served to reinforce Banyan Tree’s brand personality, but also fitted in the travel industry, with the sales of indigenous products that tourists could buy as souvenirs.

Target groups

 There was room for something pricier and more exclusive that would better cater to these middle upper class consumers, who had better spending power than had the average consumer in the mass market, and would be able to afford and willing to pay for a more exclusive premium service offering.
 As a result of today’s generally more hectic and stressful lifestyles, many well-to-do couples would appreciate Banyan Tree’s value proposition of a memorable, romantic holiday experience that would both provide relaxation and create quality time for them to spend quiet moments together.



Branding

- Promise: The Leading Hotel of the World

- Brand value:
Positioning/Unique selling point







Key successful factors related to the product
Why We Are Growing
Successfully Beyond Thailand

Banyan Tree began in Thailand, and we continue to operate the country's leading integrated resort - Laguna Phuket -through our subsidiary Laguna Resorts & Hotels Public Company Limited. Since 1995, however, we have steadily extended our geographical presence to 23 countries and counting.

Our success across diverse markets rests on the same fundamentals:

- Our strong brand recognition allows us to command prices at the high end of the market for hospitality and spas. Each brand and product line targets distinct market segments, enlarging our customer base;

- Our integrated capabilities - including in-house design, project management and global marketing - enable us to create new products, launch them quickly and manage costs well; and

- Our experienced and multi-disciplinary management team consistently demonstrates the expertise and strategic leadership needed to steer the Group.