In a remarkable display of strategic foresight and business acumen, the Banyan Group (formerly Banyan Tree Group) has announced a groundbreaking shift in its corporate identity, underpinning a dynamic expansion in the global hospitality sector. The group proudly celebrates its 30th anniversary this year, marking three decades of unparalleled excellence in hotels, spas, residences, and retail experiences. The rebranding signifies a meaningful transition from a singular luxury entity to a diverse, multi-faceted hospitality conglomerate.
Eddy See, President and CEO of Banyan Group, articulated the significance of this transformation: “As we embrace our 30th year, the evolution into Banyan Group symbolizes not just our past triumphs but heralds a future brimming with possibilities. Our journey from a single brand to a multifaceted portfolio mirrors our vision for an expansive and diverse future in this exhilarating industry.”
Since 2019, Banyan Group has impressively doubled its brand portfolio, demonstrating a pioneering spirit and a commitment to purpose-driven, design-centric experiences. This expansion includes notable properties like Banyan Tree AlUla in Saudi Arabia, Garrya in Kyoto, and Folio in Osaka, Japan. The Group’s resilience and robust performance in 2023, exceeding pre-pandemic levels, underscore its strategic prowess in the sector.
2024 is poised to be a landmark year, unveiling 19 new properties and expanding the Group’s global footprint in Cambodia, China, Japan, South Korea, Vietnam, and Mexico. Highlights include the inaugural Angsana Siem Reap in Cambodia, the debut Banyan Tree property in Japan, and multiple brand launches in Vietnam and South Korea. This expansion reflects the Group’s adeptness in tapping into high-growth travel destinations and evolving traveller preferences.
The Banyan Group’s portfolio now boasts 12 global brands, over 75 hotels and resorts, 60-plus spas, and 14 branded residences across 22 countries. This impressive growth trajectory is a testament to the Group’s strategic foresight and adaptability.
2023 witnessed record-breaking business performance, with significant increases in revenue per available room (RevPAR) and residence sales. China, in particular, emerged as a strategic growth driver, showcasing remarkable revenue increases and an expanding operating footprint.
In parallel, the Group is deepening its commitment to sustainability and responsible tourism. Ren Yung Ho, Senior Vice President, Brand & Commercial at Banyan Group, emphasized the ongoing journey: “Our 30-year legacy is a beacon guiding us towards a future where positive change for people and the planet is at the forefront of our mission.”
Aligned with United Nations Climate Science-based Targets, the Group is developing a comprehensive 2030 Sustainability Roadmap. This ambitious plan aims to harmonize environmental and human capital development with the Group’s founding ethos of embracing the environment and empowering people.
A notable initiative is the Laguna Lakelands in Phuket, an expansive, nature-integrated development featuring a Rainforest park and over 10km of treetop skywalks. This project will redefine immersive living and sustainable development in the hospitality industry.
Moreover, the 30th anniversary will see the launch of Beyond, a digital wellness companion, and Banyan, an experiential members program, further enhancing customer engagement and loyalty.
The Banyan Group’s journey, marked by strategic growth, a commitment to sustainability, and a relentless pursuit of innovation, heralds a new epoch in the hospitality industry. For more information, visit www.groupbanyan.com.
Banyan Group’s strategic rebranding and global expansion underscore its status as a beacon in the hospitality industry, demonstrating a unique blend of business savvy, commitment to sustainability, and dedication to delivering exceptional experiences. This evolution, marked by a rich 30-year legacy and a forward-looking vision, sets a new benchmark in luxury, sustainability, and innovation in global hospitality.
Written by: Supaporn (Joom) Pholrach
