Tourism and Hospitality Marketing

Case Analysis 1

Name: Charisse R. Tanudtanud Date: November 27, 2020

Block: BSHM-3 GENRAL HM 26 3495 MWF 1:30-2:30 PM

The Banyan Tree: branding the intangible

This case illustrates how a powerful service brand can be built even with little
advertising. It also exemplifies how pro-environmental business practices can co-exist with a
firm's profit objectives.
Questions:

1. What are the main factors that contributed to Banyan Tree’s success? 

There are a lot of factors that made the Banyan Tree standout and successful among
the rest of luxurious hotels and resorts. One of the factors that contributed to Banyan Tree’s
success is their public relation and global marketing programs that capture the heart of
guests. In which they achieve global exposure in a high-level brand recognition even in just
minimal advertising, through magazines and their website. They maintain a sustainable
competitive advantage, that’s why their brand is strong and stand still despite numbers of
existing competitors. The Banyan Tree practice embraces certain values, such as actively
caring for the natural and human environment, revitalizing local communities, which turns to
create great pride and respect among staff. In which their niche market is to give privacy,
intimate and satisfactory accommodations that guests would ever imagine. Banyan Tree is a
price maker, which made it their competitive advantage. Through their minimal
advertisements or promotions, they made the potential guests or customers experience the
“sanctuary for the senses” and experience “a sense of place” as their service is to provide rich
local flavor and luxurious feel.
2. Evaluate Banyan Tree’s brand positioning and communications strategies. Can
Banyan Tree maintain its unique positioning in an increasingly overcrowded resort
market?

Based on what I’ve read, the Banyan Tree’s did their best in positioning and
communication strategies that they applied to their brand and services. There’s a positive and
negative advantage if they would still maintain their unique positioning in an increasingly
overcrowded resorts market. On the negative side, potential guests or customers especially
millennials are into big gathers and cheaper prices, as they want to interact with strangers or
new people to them, and they want to include themselves in a crowd or wave of people.
While on the other hand, which is the positive side, some guests most especially to those
guests who are into exclusivity and utmost privacy. And also, most of the guests nowadays
are into an instagramable place than they can chill and wanted to be away in a crowded
environment. They aim to of preserving the environment grants in its uniqueness like their
eco-friendly activities and local product promotions. As to compare, Banyan Tree is less
expensive and more romantic rather than other luxurious hotels and resorts. The good side
also that they involve the community in helping to promote merchandises and some of their
unique activities that also benefit nature. And sustainably, they contributed local economy as
they offer local employment and also benefits the environment, and every guest or clients did
their activities, it appealed to their senses as the services that gave them a satisfactory
experience. 

3. Discuss whether the brand portfolio of Banyan Tree and Angsana, as well as the
product portfolio of beach resorts and city hotels, spas, galleries, and museum
shops, fit as a family. What are your recommendations to Banyan Tree for
managing these brands and products in the future?
 To anticipate regarding with the brand portfolio of Banyan Tree and Angsana, which
also the product portfolio of beach resorts and city hotels, spas, galleries, and museum shops
are suitable as a family. As some of their services like spas, galleries, and museum shops are
closely tied up to Banyan Tree’s theme or motif. Just a piece recommendation, Banyan Tree
must manage well their brand and products in future and better if they must have a focal
point on what are their services that could somehow related to their brand, as not to expand
too far as it may lead to unfocused on their offered services. And lastly, they must adapt the
change, which is to apply digital marketing or adverting in promoting their activities,
accommodations, and brand.