Why invest in

Banyan Tree
Accor Global Development
February 2020
 Understated-luxury, Banyan Tree is an all villa
concept with private pools located in stunning
destinations around the world. In gateway cities,
Banyan Tree has developed tropical garden villas
and suites creating an urban sanctuary.
Rediscover the romance of travel as you journey
to iconic cities or far flung destinations where
authentic, memorable experiences await
providing a true appreciation of where you are in
the world.

A Sanctuary for the Senses

POSITIONING
VIDEO

Banyan Tree Phuket, Thailand

 USPs

Sense of place

Strong emphasis on local interior &

architectural design and use of
sustainable local materials

Careful positioning of public areas and

suite/villas for impactful views
throughout guest stay

Local associates for authentic, warm &

genuine service

Banyan Tree Gallery retails

local products and handicraft

Banyan Tree Samui, Thailand

 USPs

Sanctuary for the senses

Privacy:
Pioneer of villa with private pool concept

Romance & intimacy:

Pioneer of private destination dining
concept

Banyan Tree Spa:

Pioneer of the garden tropical spa
concept

Banyan Tree Bath & Spa amenities

available in the rooms and for retail

Banyan Tree Samui, Thailand

 USPs

Resort & Spa expert

Leading high-end luxury brand within the

resort segment

Urban resorts: leveraging on strong resort

experties, Banyan Tree creates
sanctuaries within bustling cities

28 Banyan Tree Spas: leading spa brand,

focused on traditional Asian therapies.
Dedicated Spa Academy with Spa
Therapist certification
 Guest Experience

ROMANCE & INTIMACY LOCALLY INFUSED SANCTUARY

 Guest Experience
Romance & Intimacy

Perfect Locations for Romantic

Escapes

Locations is a key element of the brand

identity

Design of individual properties leverages on

its environment to create unforgettable
experiences

Banyan Tree Lang Co, Vietnam

 Guest Experience
Romance & Intimacy

Destination Dining

Luxury of quality time spent connecting

with loved ones

Specialty dining experiences in a

spectacular environment

Perfect for a romantic dinner, or a

extraordinary evening with friends

Banyan Tree Bintan, Indonesia

 Guest Experience

Unique Design & Architecture

Building around the concept of a Sense of Place

Respects the natural environment and local

cultures

Harmonise the property with its natural setting

Careful positioning of suites and villas on site to

maximize views and lower building footprint

Banyan Tree Seychelles, Seychelles

 Guest Experience

Locally Infused

Unique Design & Architecture

Reflect the essence of the destination

Incorporate traditional elements of the location with

contemporary modern day comforts

Emphasis on indigenous materials

Physical, economic, ecological and social sustainability

Banyan Tree Tamouda Bay, Morocco

 Guest Experience

Locally Infused

Local People

Authentic, warm & genuine service

Welcoming and personalised touch

Caring & friendly

Service delivery process may vary according

to local culture and practices, as long as
these are consistent with the brand promise
 Guest Experience

Sustainability

Founded with the core value of driving sustainable

development

Seeks to create long term value for multiple

stakeholders and destinations.

Inspire associates, guests and partners to take a

wider consideration encompassing a long-term view
when making business decisions.

Integrated and participatory approach is employed

to minimise impacts while safeguarding and
enhancing the human and physical environment.

Banyan Tree Anji, China

 Guest Experience
Sanctuary

Tranquility with Space

Understated luxury with oversized suites and

villas

Offer privacy and a break from the outside

world

Banyan Tree Seychelles, Seychelles

 Guest Experience
Sanctuary

Banyan Tree Spa

Quintessential highlight of the Banyan Tree experience

Holistic approach to physical, mental and spiritual

well-being

Drawing on health remedies and evolving massage

techniques

Banyan Tree Bintan, Indonesia

 Guest Experience

THE BANYAN TREE

EXPERIENCE

Banyan Tree Hangzhou, China

 Guest Experience

Banyan Tree Spa

Pioneer of the Tropical Garden Spa

Sanctuary for the Senses – a place for physical, mental

and spiritual renewal

Non-clinical and holistic approach based on traditional

Asian healing therapies

Celebrates the intuitive art of touch

Use of natural herbs and spices

Designed to fit into its unique surroundings, using

indigenous materials to showcase the local culture and
heritage and reflect the unique architectural style, the
land and its flora
Guest Experience
 Guest Experience

Banyan Tree Spa Academy

Groom and empower talents for the evolving spa industry

First of its kind, launched in 2001

Deliver brand promise and ensure the consistent high standards

of the Banyan Tree Spa experience to guests

Distinctive in-house training and development programmes for

its spa therapists as well as development of its unique signature
techniques and treatment recipes – at least 650 hours of formal
rigorous in-house training with the art of touch based on a
stringent curriculum

Tasked to research and spearhead new trends, spa concepts,

treatment methods, products and facilities

Successfully developed a series of unique spa treatments

including the signature Royal Banyan, Tropical Rainmist therapies,
Master Therapist Experience, and The Rainforest experience

Located in Phuket, Thailand and Bintan, Indonesia

Guest Experience
 Guest Experience

Banyan Tree Gallery

Responsible community retailer

Driven by culture, heritage and entrepreneurship

Commission village artisans to produce a whole range of

products — pottery, ceramics, basketry, woodwork,
fabrics, metalwork

Sense of the need to conserve traditional skills by

producing what is contemporary and market relevant

Accessorise the Banyan Tree hotels, public spaces and

homes with village handiwork and artisanal creations

Returns dignity to craftsmen, and makes shopping in

Banyan Tree Galleries an artful experience

Banyan Tree Lang Co, Vietnam

 Guest Experience

Banyan Tree Phuket, Thailand

 Guest Experience

Saffron
Banyan Tree’s signature Thai restaurant concept

Serves contemporary Thai Cuisine prepared by Thai

chefs, to share their authentic gastronomy with their
guests.

An intimate restaurant perfect for special occasions,

Saffron is a one-of-a-kind experience.

Every meal is a gastronomical experience which

ensures that authenticity and the true essence of Thai
Cuisine are preserved in all dishes.
 Guest Experience

Banyan Tree Lang Co, Vietnam

 Guest Experience

Sundown Ritual

Occurring during sundown that signals the

passage of day to night

Depending on each culture, an elaborate

performance is displayed to pay tribute to the
sun for another beautiful day and signifies the
start of night
 Guest Experience

Banyan Tree Shanghai on the Bund, China

 Guest Experience

Vertigo
Award winning rooftop dining & bar concept

Dining and bar experience on the hotel

rooftop which offers uninterrupted
panoramic views of the city

One of the first rooftops bars in Bangkok

Banyan Tree Bangkok, Thailand

 Guest Experience

Banyan Tree Kuala Lumpur, Malaysia

 Guest Experience

Pioneer of Private Pool

Driven by the need to innovate to attract guests,

Banyan Tree pioneered the in-villa pools to make up for
the lack of a beach at the first Banyan Tree resort in
Phuket.

Today, Banyan Tree resort properties boast private

pools in the suites and villas.

The private pool concept is also introduced in city

locations to create a sanctuary in an urban setting.

Banyan Tree Ungasan, Indonesia

 Guest Experience

Banyan Tree Kuala Lumpur, Malaysia

 Guest Experience

Meeting & Events

Combining business with rejuvenation

Corporate functions, business meetings or gala events

– feature exclusive and intimate spaces in stunning
locations

Curated programmes including world-renowned spa

treatments, cooking classes, sustainability activities and
local authentic experiences

Banyan Tree Cabo Marques, Mexico

 Guest Experience

Banyan Tree Mayakoba, Mexico

 Guest Experience

Weddings
Signature mix of romance and travel

Break away from convention and let nature be the

witness at beautiful chapels

Incorporate elements from local wedding ceremonies

(e.g. blessings from a monk, traditional wedding
outfits)

Banyan Tree Ungasan, Indonesia

Banyan Tree Mayakoba, Mexico
Guest Experience
 Guest Experience

Banyan Tree Bath & Spa Amenities

Inspire a lifestyle interwoven with wellness

Bring an oasis of calm

Created with the combined expertise of Banyan Tree

Spa Academy and strategic laboratory partner

Benefits of indigenous flowers, herbs and spices

researched, and combined in a final formula that is
both good for the earth, and for guests

Each product is carefully crafted to ensure that the

values of sustainability are embedded in every way
Guest Experience
 Guest Experience

GUEST JOURNEY & EXPERIENCE – KEY STANDARDS AT A GLANCE

The following list contains the key brand concepts & markers. There are specific and detailed guidelines with rich elements & content to fully bring each
experience to life in the guest journey. Brand standards might be subject to change.

Food and Wellness Meeting

Arrival Public spaces Guest rooms
beverage facilities & events

• Welcoming Ceremony • Banyan Tree Scent M • Private Plunge Pool
( M in resorts)
• Welcome Drink M • Banyan Tree Gallery M
• Banyan Tree Bath
• Associates’ uniform M • Sundown Ritual Amenities M
• Turndown Gift M
• Safron • Banyan Tree Spa M • Unique Wedding Venue
& Rituals ( M in resorts)
• Vertigo • Banyan Tree Spa
Amenities M
• Destination Dining
( M in resorts) • Wellness Activities M

• Locally Infused
• Sanctuary
• Romance & Intimacy M Mandatory Standard
 Guest Experience

Banyan Tree Global Foundation

Embracing the Environment, Empowering People

Connect with global climate action by conserving resources through

efficient operations, with leading external benchmarking certification

Engagement of the associates, guests and community members,

connecting people to destinations and driving stewardship

Each property drives individual initiatives which contributes to the

community and environment (e.g. Feeding the Community, Coral
Planting etc.)

Green Imperative Fund (GIF) to sustainably finance worthy

environmental action and community based projects where Banyan
Tree has a presence

Banyan Tree Vabbinfaru, Maldives

Education at Maldives Marine Laboratory Turtle Head Start Programme Tree Planting
Guest Experience

Community Cleaning

Seedling Café Feeding the Community Coral Nurseries

 Network & Pipeline

NETWORK & PIPELINE Shanghai on the Bund, China

Sanya, China
Chongqing Beibei, China
Lijiang, China
Ringha, China
Hangzhou, China
Jiuzhaigou, China
Macau, China
Tianjin Riverside, China
Huangshan, China
Yangshuo, China
26 hotels Tengchong, China
Anji, China
Pipeline: Dali, China
3,090 rooms Pipeline: Jilin Riverside, China
ASIA
Pipeline: Leishan, China
11 countries Pipeline: Wuyishan, China
AMERICAS Pipeline: Zhengzhou, China
ASIA PACIFIC Pipeline: Baidaihe, China
22 hotels Pipeline: Wenjiang, China
2,761 rooms Pipeline: Zhuhai, China
MIDDLE EAST
Pipeline: Yangjiang
MIDDLE EAST & AFRICA & AFRICA Pipeline: Mogan Shan, China
2 hotels Pipeline: Hainan Tufu Bay
152 rooms Pipeline: Chongqing Tiandi
Mayakoba, Mexico Pipeline: Xi’an Mei Bei Lake
AMERICAS Cabo Marques, Mexico Samui, Thailand
2 hotels Pipeline: Cayo Buba, Cuba Phuket, Thailand
177 rooms Pipeline: Rockwell Island, Bahamas Bangkok, Thailand
Vabbinfaru, Maldives
Bali Ungasan, Indonesia
PIPELINE Tamouda Bay, Morocco
Bintan, Indonesia
Seychelles, Seychelles
Kuala Lumpur, Malaysia
27 hotels Pipeline: Bodrum, Turkey
Pipeline: Doha La Cigale Mushaireb, Qatar
Royale Pavilion by Banyan Tree, Malaysia
Lang Co, Vietnam
Pipeline: Maasai Mara, Kenya
3,013 rooms Pipeline: Topuito Isles, Mozambique
Club & Spa Seoul, South Korea Pipeline: Mandai Eco Resort by
Pipeline: Krabi, Thailand Banyan Tree, Singapore
13 countries Pipeline: Palau Pipeline: Kyoto, Japan
Pipeline: Lombok, Indonesia Pipeline: Clark, Philippines
 Network & Pipeline

RESORT DESTINATIONS
Set in awe inspiring locations, Banyan Tree resorts create a
myriad of distinctive and extraordinary experiences to all guests.
Placing special emphasis to a strong sense of place, each
property is designed to fit into its natural surroundings and
reflect the landscape and architecture of the destination it is in.

Banyan Tree Jiuzhaigou, China

 Network & Pipeline
BANYAN TREE PHUKET, THAILAND
173 villas
Network & Pipeline
 Network & Pipeline
BANYAN TREE LIJIANG, CHINA
125 suites & villas
Network & Pipeline
 Network & Pipeline
BANYAN TREE MAYAKOBA,
MEXICO
117 villas
Network & Pipeline
 Network & Pipeline
BANYAN TREE RINGHA, CHINA
32 villas
Network & Pipeline
 Network & Pipeline
BANYAN TREE SAMUI, THAILAND
88 villas
Network & Pipeline
 Network & Pipeline
BANYAN TREE VABBINFARU,
MALDIVES
48 villas
Network & Pipeline
Banyan Tree Macau, China Network & Pipeline

URBAN RESORTS
Known for resorts in breathtaking and exotic locations,
Banyan Tree is increasingly focused on developing urban
resorts. Although these skyscraper havens are carefully
planned to ensure maximum exposure to the cities’ views
and skyline, the design intent is to create a sanctuary
away from the hustle and bustle of the city.
 Network & Pipeline
BANYAN TREE BANGKOK,
THAILAND
327 suites
Network & Pipeline
 Network & Pipeline
BANYAN TREE CLUB & SPA SEOUL,
SOUTH KOREA
50 suites
Network & Pipeline
 Network & Pipeline
BANYAN TREE MACAU, CHINA
227 suites & villas
Network & Pipeline
 Network & Pipeline
BANYAN TREE SHANGHAI ON THE
BUND, CHINA
130 rooms & suites
Network & Pipeline
 Network & Pipeline
BANYAN TREE KUALA LUMPUR,
MALAYSIA
55 suites
Network & Pipeline
Banyan Tree Residences Network & Pipeline
Brisbane, Australia

BRANDED RESIDENCES
Branding our residences has allowed us to command a price premium in the
market. Our successful rental programme model also provides developers
with an alternative investment funding source, over and above a traditional
hospitality asset.

Our residential portfolio includes: Bali / Phuket / Bangkok / Kuala Lumpur /

Bintan / Lang Co / Brisbane / Huangshan / Lijiang/ Mayakoba / Cabo Marques
 Network & Pipeline
BANYAN TREE RESIDENCES
BANGKOK, THAILAND
Network & Pipeline
 Network & Pipeline
BANYAN TREE RESIDENCES
LANGCO, VIETNAM
Network & Pipeline

TRAVEL
Travel Guide 2017 Star Award
Five-Star awards for Hotel,
Restaurant (Belon), Spa
Triple Five-Star Winner
BANYAN TREE MACAU
12th DestinAsian Readers’ Choice
Awards
TOP 5: Best Hotel Brand
for Leisure
BANYAN TREE HOTELS & RESORTS
10th TTG China Travel Awards 2017
Best City Hotel in the North
of China Hotel Award
BANYAN TREE TIANJIN RIVERSIDE
Condé Nast Traveler’s Hot List 2017
BANYAN TREE TAMOUDA BAY
2017 People’s Choice Awards
Thailand Voted by Chinese Tourists
(TAT)
Best Beach Resort 2017
BANYAN TREE SAMUI
Condé Nast Traveller’s ‘20th
Annual Readers’ Travel Awards
2017
The Top 100: Winners Of The
Readers’ Travel Awards 2017
BANYAN TREE MAYAKOBA
Golden Pillow Award
The Most Popular Hotel Brand
BANYAN TREE HOTELS &
RESORTS
30th Condé Nast 2017 Readers’
Choice Awards (USA)
The 50 Best Resorts in the
World
BANYAN TREE CABO MARQUÉS
BANYAN TREE LĂNG CÔ,
CENTRAL VIETNAM
Travel + Leisure India Best
Awards 2017
Best Golf Resort
BANYAN TREE BINTAN
Communication
SPA
28th Travel Trade Gazette 12th China Hotel Starlight Awards
(TTG) Travel Awards 2017 Best Spa Operator in China
3rd year since induction (9th consecutive year)
into Travel Hall of Fame BANYAN TREE SPA
BANYAN TREE SPA
2017 Hurun Best of the Best Awards
Spa & Wellness MexiCaribe Best Spa Brand
2017 Spa Awards (11th consecutive year)
Luxury Resort Spa BANYAN TREE SPA
BANYAN TREE SPA MAYAKOBA
The Private Education Commission
3rd Annual World Spa Awards of Thai Ministry of Education
Morocco’s Best Resort Best Quality School
Spa 2017 BANYAN TREE SPA ACADEMY
BANYAN TREE SPA TAMOUDA
BAY 8th SpaChina Awards 2017
Best Global Spa Brand of the Year
Thailand Tourism Awards 2017 BANYAN TREE SPA
by Tourism Authority of
Thailand
Health Tourism: Award of
Excellence for Health &
Wellness Destination
(Nationwide)
BANYAN TREE SPA
SANCTUARY PHUKET
Awards & Accolades
 Performance
BANYAN TREE AWARENESS (%)
A growing awareness in key markets among luxury hotel users

68%

44%

34%

25% 27% 27%

22%
18% 18%
15% 14%

Brazil
France

Germany

Singapore
USA

China

Japan
United Kingdom

Australia

UAE/S. Arabia
Russia

EUROPE AMERICAS ASPAC MEA

Banyan Tree total awareness as of end 2019.

Base: people having stayed in paid-for accomodation in the last 12 months. Affluent and engaged, luxury hotel7users.

1
 Performance
BRAND MARGIN© (€)
A strong rate premium > €67 Worldwide

123

103
94
88 89 87
81 82 78 77
67

Germany

China
Australia

Japan
Kingdom

USA

Brazil
France

Singapore
Russia

UAE/S. Arabia
United

EUROPE AMERICAS ASPAC MEA

Brand Margin® in €
Brand Margin® measures the financial premium which the brand name adds to the intrinsic value of the same hotel stay with an unbranded alternative. A Brand Margin® of 10€ means that
« Consumers think it is worth paying on average 10€ more per night to stay with brand X compared to an unbranded equivalent ». Base: people having stayed in paid-for accommodation in the
last 12 months and somewhat/very familiar with the brand

Brand Margin ® in €. Traveller representative

Figures as of end 2019

72
 Performance
ACCOR DISTRIBUTION SOLUTIONS*
Accor offers >110 global distribution partnerships at best market conditions

*All Accor brands excluding recently integrated:

Delano, SLS, The House of Originals, Mondrian, Hyde, greet, Mantis, Tribe
CRS Official figures as of end 2019 73
 Performance
ACCOR DISTRIBUTION PERFORMANCE POWERED BY ACCOR
for Luxury and Premium brands (Room Revenue based)

INFLUENCED HOTEL DIRECT*

*E-mails & cluster services

VOICE
38% DIRECT SALES
ACCOR WEB
ALL.ACCOR.COM + APP
BRAND.COM
19%

63% 4%
FOCUS WEB 33%
OF LUXURY & PREMIUM (ACCOR WEB + WEB PARTNER)
ROOM REVENUE COMES 15%
37%
THROUGH ACCOR HOTEL
CENTRAL RESERVATION PMS
SYSTEM
10M ROOM NIGHT
18%
7%
€2,019M ROOM REVENUE

WEB PARTNERS (OTAs)

25% INDIRECT SALES

GDS/IDS

CRS Official figures as of end 2019

 NEW BOOKING ENGINE & APP

1 MULTIBRAND PORTAL 1 LIFESTYLE COMPANION APP 18 BRAND.COM WEBSITES

ALL.ACCOR.COM

▪ 300M Website + App visits ▪ 56% Mobile and App visits* ▪ Plugged to ALL.ACCOR.COM

▪ 2200 Destinations ▪ 1 Download every minute

▪ 18 Languages

*year 2019 + from dec 2019-to Mid Feb 2020, since launch of ALL

Official figures as of end 2019 75

 NEW LOYALTY PROGRAM

THE ONLY LIFESTYLE THE FAST GROWING THE MOST GLOBAL

LOYALTY PROGRAM LOYALTY PROGRAM LOYALTY PROGRAM

NEW LIMITLESS EXPERIENCES AND ▪ 64M Loyalty members worldwide* South

Central
Europe
EXTENDED OPPORTUNITIES ▪ 31% Loyalty contribution rate North &
America
6%
8%
TO EARN & REDEEM POINTS Central
▪ X 2 Members stay twice more America,
Caribbean
NEW BENEFITS ▪ X 2 Members spend twice more 11% ASPAC
▪ 2 New tiers (diamond & limitless hidden tier) 31%
▪ 34 Brands and + Nothern
▪ Suite Night Upgrade
214M
Europe
▪ F&B outside a stay 12%
150
120
100
NEW PARTNERSHIPS 70 France
Other Europe,
Middle-East &
▪ PSG – Games / Net media value +€200m to ALL 4 4,7 64 12%
32 40 53 Africa
▪ AEG – Worldwide arenas & festivals
20%
▪ IMG – Taste festivals 2016 2017 2018 2019

ALL FRS Huazhu

Official figures as of end 2019 76
APPENDIX
 DEVELOPMENT CRITERIA
Programming & Development

AAA ULTRA CITY

CENTER LOCATION,
WORLDWIDE
HISTORIC
CONVERSION
RECOMMENDED
NUMBER OF ROOMS
100 – 200 keys 100 – 200 keys
HOTEL

ROOM AVERAGE SIZE -10%/-15% of worldwide 50 – 60 sqm PRIME SECONDARY AIRPORTS

LOCATIONS LOCATIONS SUBURBS

TGFA / ROOM 90 – 100 sqm 105 – 130 sqm

CAPITALS
RECOMMENDED
50 – 150 keys 50 – 150 keys KEY CITIES &
RESORT

NUMBER OF ROOMS
RESORT
DESTINATIONS
60 – 70 sqm
ROOM AVERAGE SIZE -10%/-15% of worldwide
indoor+outdoor
MAJOR DOMESTIC
DESTINATIONS
TGFA / ROOM 120 – 150 sqm 170 – 200 sqm

1 all day dining buffet restaurant OTHER CITIES &

1 Specialty restaurant ATTRACTIVE
FOOD & BEVERAGE
Destination dining (resort only) TOURISTIC
1 Bar DESTINATIONS

Banyan Tree branded Spa & shop

Rain mist
WELL-BEING Hydrotherapy rain forest (optional for urban)
Swimming pool
Beauty garden (nice to have)
Meeting rooms on market demand
Ballroom (urban only)
MEETINGS
Gallery
Kids Club on market demand

Official figures as of end 2019 78

DESIGN & TECHNICAL SERVICES
All technical documents are available after NHCSA is signed

BANYAN TREE BRAND PRESENTATION

Can be used before HCSA is signed

BANYAN TREE BRAND VIDEO

Can be used before HCSA is signed

BANYAN TREE DESIGN HANDBOOK

Can be used after HCSA is signed

79