Banyan Tree Resorts & Hotels: Building an International Brand from an Asian Base

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Case

Reference no. 303-027-1

Subject category: Strategy and General Management

Authors: Chei Hwee Chua (University of South Carolina); Peter Williamson (INSEAD); Arnoud De Meyer (INSEAD)

Published by: INSEAD

Originally published in: 2003

Version: 08.2014

Revision date: 6-Apr-2016

Length: 26 pages

Data source: Field research

Topics: Branding; Brand building; Internationalisation; Service operations; Asian management; Market entry; Entrepreneurship; Strategy

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Abstract

This case describes Banyan Tree Resorts and Hotel's rapid growth from a single resort converted from a disused tin mine in Phuket, Thailand, to become an international resort operator and one of Asia's top 20 brands. It explores the realisation of an innovative lifestyle concept and the subsequent challenges involved in replicating its original success in different parts of the world; Banyan Tree's marketing strategy and the development of service operations capabilities to back the brand, as well as the challenges it faces in extending the brand into new businesses including branded goods and a travel portal.

Location:

Singapore

Industry:

Hospitality and hotels

Other setting(s):

1995-2001