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WHY INVEST IN
BANYAN TREE
ACCORHOTELS GLOBAL DEVELOPMENT
FEBRUARY 2018
1
SANCTUARY FOR
THE SENSES
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.
Banyan Tree philosophy is
based on providing a place for
rejuvenation of the body, mind
and soul in awe-inspiring
locations around the globe - a
ROMANCE
AWE-INSPIRING
SANCTUARY
SUSTAINABILITY
WHY INVEST IN BANYAN TREE // POSITIONING // FEBRUARY 2018 2
UNIQUE
SELLING POINTS
Named after the tropical banyan
sanctuary under which one finds
and internal harmony - the same
which Banyan Tree Hotels &
flourished. The tree shares the
the Banyan Tree group, which is
traditions and environmental
Pioneer of the Pool Villa concept
Pioneer of the Tropical Garden Spa
Innovative Destination Dining concepts
Sundown Ritual WHY INVEST IN BANYAN TREE // KEY FIGURES // FEBRUARY 2018 3
WHY INVEST IN BANYAN TREE // NETWORK & PIPELINE // FEBRUARY 2018
NETWORK & PIPELINE23 Banyan Tree hotels & resorts • 2,559 keys • 10 countries
14 Banyan Tree hotels & Resorts in pipeline • +1,874 rooms
AMERICAS
2 hotels • 177 rooms
Banyan Tree Mayakoba, Mexico – 132 keys
AFRICA
2 hotels • 152 rooms
Banyan Tree Seychelles, Mexico – 60 keys
ASIA PACIFIC
19 hotels • 2,230 rooms
+1,805 rooms in pipeline
Banyan Tree Phuket, Thailand – 399 keys
EUROPE
+69 rooms in pipeline
NETWORK VS PIPELINE
2,559 keys 1,874 keys
4
WHY INVEST IN BANYAN TREE // NETWORK & PIPELINE // FEBRUARY 2018
FLAGSHIPSBANYAN TREE PHUKET, THAILAND – 399 KEYS
5
WHY INVEST IN BANYAN TREE // NETWORK & PIPELINE // FEBRUARY 2018
FLAGSHIPSBANYAN TREE MAYAKOBA, MEXICO – 132 KEYS
6
WHY INVEST IN BANYAN TREE // NETWORK & PIPELINE // FEBRUARY 2018
FLAGSHIPSBANYAN TREE SAMUI, THAILAND – 88 KEYS
7
SENSE OF
ARRIVAL
SENSE OF
PLACE
SENSE OF
ROMANCE
SENSE OF WELL-BEING
SENSE OF
TASTE
SENSE OF
BELONGING
Transition of the
guest into
Banyan Tree
sanctuary and
into our care.
From
architecture to
details of our
ingredients,
activities, gifts
and textiles, we
infuse the very
best of every
destination.
An intimate
retreat
experience
with our
signature blend
of romance,
and
rejuvenation.
Taking the time
and space for
rejuvenation of
mind, body and
soul.
Our Cuisine
illustrates a
sense of place,
authenticity,
creativity in
presentation as
well as market
needs.
Embracing the
Environment,
Empowering
People is our
creed
SENSE OF RESPONSIBILITY
Empowering and
engaging our
People through
training
programmes,
welfare and
benefits
WHY INVEST IN BANYAN TREE // KEY IDENTIFIERS // FEBRUARY 2018
SIGNATURE TOUCHESMaking every guest special
8
DESTINATION DININGA signature Banyan Tree experience. Our
Destination Dining options are often in
beautiful and private locations within our
resorts, on a beach, by the cliff-edge, on a
sandbank, on a boat and many others.
VILLAS AND ROOMSAn all villa concept often with pools located in
stunning destinations around the world
WHY INVEST IN BANYAN TREE // KEY IDENTIFIERS // FEBRUARY 2018 9
WHY INVEST IN BANYAN TREE // KEY IDENTIFIERS // FEBRUARY 2018
BANYAN TREE SPA BRANDAs the first luxury oriental spa in Asia, Banyan Tree Spa
introduces an exotic blend of ancient health and beauty
practices which have been passed down from generations.
BANYAN TREE GALLERYThe retail arm of Banyan Tree, Banyan Tree Gallery acts
as a marketing channel for traditional village crafts
handmade in various parts of Asia such as Thailand,
Vietnam and China. It also helps sustain the livelihoods
and skills of these artisans through gainful employment.
10
AWARDS2148 awards and accolades won since 1994
Five-Star Awards for Hotel, Restaurant
(Belon) and Spa
Triple Five-Star winner
Forbes Travel Guide 2017 Star Award
Banyan Tree Macau
TOP 5: Best Hotel Brand
for Leisure (2nd)
12th DestinAsian Readers’
Choice Awards
Banyan Tree Hotels & Resorts
The 50 Best Resorts in
the World
30th Condé Nast 2017 Readers’
Choice Awards (USA)
#27 Banyan Tree Cabo Marqués, Mexico
#46 Banyan Tree Lăng Cô, Central Vietnam,
Vietnam
Best Spa Brand
(11th consecutive year)
2017 Hurun Best of the Best Awards
Banyan Tree Spa
WHY INVEST IN BANYAN TREE // COMMUNICATION // FEBRUARY 2018 11
WHY INVEST IN BANYAN TREE // PERFORMANCE // FEBRUARY 2018
BANYAN TREE AWARENESSA growing awareness in key markets among luxury hotel users
2520 18 17 19
1410
71
41
2924
20
UK
RU
SS
IA
FR
AN
CE
GE
RM
AN
Y
CA
NA
DA
BR
AZ
IL
US
A
SIN
GA
PO
RE
CH
INA
JA
PA
N
AU
ST
RA
LIA
UA
E/S
.AR
AB
IA
Banyan Tree total awareness as of end 2017.
Base: people having stayed in paid-for accomodation in the last 12 months. Affluent and engaged, luxury hotel users.
EUROPE AMERICAS ASPAC MEA
12
WHY INVEST IN BANYAN TREE // PERFORMANCE // FEBRUARY 2018
BANYAN TREE BRAND MARGIN©
A strong rate premium > €75 wordlwide
79
51 50
70
28
42
5055
67
US
A
KO
RE
A
CH
INA
AU
ST
RA
LIA
IND
IA
IND
ON
ES
IA
SIN
GA
PO
RE
TH
AIL
AN
D
UA
E/S
.AR
AB
IA
AMERICAS ASPAC MEA
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 2017
Brand Margin® in €
13
WHY INVEST IN BANYAN TREE // PERFORMANCE // FEBRUARY 2018
ACCORHOTELS DISTRIBUTION SOLUTIONSAccorHotels offers >110 global distribution partnerships at best market conditions
Web Partners
Call
centers
Intra Hotel
& Cluster
Reservation
ServiceGDS/IDS
France
Wroclaw – Poland
Rabat – Morocco
Sao Paulo – Brazil
Bangalore – India
Dalian – China
Sydney – Australia
Moncton – USA
Bangkok – Thaland
Indonesia - Jakarta
10 call
centers in 18
languages
CRS
Web AccorHotels,
Websites, Mobile & APP
Search
2%
16%
25%
HOTEL PMS
7%34%
66%
16%
14
WHY INVEST IN BANYAN TREE // PERFORMANCE // FEBRUARY 2018
ACCORHOTELS DISTRIBUTION PERFORMANCEfor LUXE brands
7%
42%HOTEL
PMS
58%ACCORHOTELS
CENTRAL
RESERVATION
SYSTEM
CALLS CENTERS, INTRA HOTEL &
CLUSTER SERVICES
ACCORHOTELS WEB
WEBSITES, MOBILE SITES
& APP
WEB PARTNERS (OTAS)
GDS/IDS
32% DIRECT SALES
26% INDIRECT SALES
16%
16%
19%
7%
15
FOCUS ON
LUXE DIRECT WEB BRANDS.COM+
ACCORHOTELS.COM
+ MOBILE WEBSITES & APP
LUXE BRAND
REVENUE VIA WEB
LUXE MOBILE
BOOKING GROWTH
€775 MILLION
+60%
Figures as of end 2017. Distribution for AccorHotels LUXE brands
10 14 1825
3240
44,7
70
100
2012 2013 2014 2015 2016 2017
Loyalty members - Worldwide
Le Club AccorHotels FRS loyalty program Huazhu loyalty program
A Worldwide
program:
14 brands
3,400 hotels in 93 countries
Free enrollment
100% Web based program
More than 23,000 new
members every day
Le Club AccorHotels
represents 30.6% of
AccorHotels revenue
Partnerships with large
Airlines loyalty program:
Skyteam,
One World, Star Alliance…
Americas17%
Asia-Pacific28%
Mediterranean, Middle East &
Africa12%
Central & Eastern Europe
12%
France13%
Northern Europe
18%
Guests’ origin - Worldwide
>40 MILLION MEMBERS
WORLDWIDE
+23,000MEMBERS EVERY
DAY
LE CLUB
ACCORHOTELS
REPRESENTS
30.6%OF HOTEL GLOBAL
REVENUE
Fig
ure
s a
s o
f end 2
017
LE CLUB ACCORHOTELSAccorHotels owns the most powerful international program
Banyan Tree joining Le Club AccorHotels in 2018
WHY INVEST IN BANYAN TREE // PERFORMANCE // FEBRUARY 2018 16
145M
106M
WHY INVEST IN BANYAN TREE // PERFORMANCE // FEBRUARY 2018
DEVELOPMENT CRITERIADevelopment & programming
AAA ultra city center
location, historic
conversion
WORLDWIDE
RECOMMENDED
NUMBER OF ROOMS100 – 200 keys 100 – 200 keys
ROOM AVERAGE SIZE -10%/-15% of worldwide 50 – 60 sqm
TGFA / ROOM -10%/-15% of worldwide 105 – 130 sqm
RECOMMENDED
NUMBER OF ROOMS50 – 150 keys 50 – 150 keys
ROOM AVERAGE SIZE50 – 60 sqm
indoor+outdoor
60 – 70 sqm
indoor+outdoor
TGFA / ROOM 120 – 150 sqm 170 – 200 sqm
FOOD & BEVERAGE
1 all day dining buffet restaurant
Specialty restaurant
Destination dining (resort only)
1 Bar
WELL-BEING
Banyan Tree branded Spa & shop
Rain mist
Hydrotherapy rain forest (optional for urban)
Swimming pool
Beauty garden (nice to have)
MEETINGS
Meeting rooms on market demand
Ballroom (urban only)
Gallery
HO
TE
LR
ES
OR
T PRIME
LOCATIONS
SECONDARY
LOCATIONS
AIRPORTS
SUBURBS
INTERNATIONAL
CAPITALS
KEY CITIES &
RESORTS
MAJOR
DOMESTIC
DESTINATIONS
OTHER CITIES &
ATTRACTIVE
TOURISTIC
DESTINATIONS
17
“At its heart, Banyan Tree is an idea, indeed an ideal that inspires living.
Dedicated to supporting local communities, it delights guests with its
strong connection to a sense of place, timelessness, harmony and
integrity.
”
