Banyan Tree Case Study

First it would be interesting to have a look to the industry structure of Banyan Tree Group. The Group is composed of hotel and resort situated in 14 countries and on 3 continents. To be more precise, the Group is running 37 hotels and resorts, 68 spas, 81 galleries and 3 golf course, but they are also making some education with their academy, the Banyan Tree Spa Academy, situated in Thailand, in Bintan and Lijiang. The Banyan Tree Group is providing a specific kind of service which is based on naturally-luxurious, ecological and cultural experience to the customers, but the company is also diversified under 3 other brands: Cassia, Angsana, and Dhawa. Each brand has his specific style and use. The Banyan Tree brand has as main philosophy to …show more content…
It is link in the hospitality industry that the supplier most often is providing services such as the human resources and sometimes the staff for certain hotel. The power of suppliers is made via the number and the size of the suppliers, the uniqueness of the substitute, the company’s ability to substitute, and the cost of changing of suppliers. Most of the time, suppliers in hospitality industry, and more precisely in hotel industry, don’t have much authority over the hoteliers. Hotels still have to be highly flexible with their suppliers, especially for mid-and-lower hotels which counting on them to achieve certain tasks with the employees that they are …show more content…
Four Season is ranked 4th and Shangri-La 7th based on the Digital Luxury Group in 2016. Based on the same source, Banyan Tree is ranked 28th. Banyan Tree should focus on his key success factors and should try a differentiation strategy for the future. However, Banyan Tree is far below his competitors in term of CSR (Corporate Social Responsibility), and as well due to his quality and level of service provided to the customers. Banyan Tree is mainly working for his marketing tool with a good media coverage, and the word of mouth generates high credibility to the