Banyan Tree Group introducing five new brands
Asia-based independent hospitality group Banyan Tree Group is gearing up to double its footprint of 54 properties across 23 countries by 2025.
It will introduce five new brands in the next 18 months.
This newly expanded global portfolio of 10 brands will allow Banyan Tree Group to increase its presence in countries where it operates, whilst taking advantage of post-Covid growth opportunities.
All brands will meet the proprietary ‘Stay for Good’ program’ goals through the Banyan Tree Global Foundation, which aligns with the United Nations’ Sustainable Development Goals.
Stay for Good follows three core pillars, namely environment, society and governance efforts.
"Covid-19 gave us the impetus and opportunity to reinforce our ethos of ‘Embracing the Environment, Empowering People’ in the context of today’s needs. It is our generation’s mission to build forward better together with our partners and guests,"said Ho Ren Yung, SVP, Brand HQ.
Throughout 2022, Banyan tree will introduce new brands Garrya, Homm and Folio, as well as two new brand extensions of Banyan Tree named Veya and Escape.
The company says each of the five new brands are responses to macro and regional trends in travel which have been accelerated by Covid’s impact such as conversion opportunities in resort destinations, emerging second-tier tourism destinations, as well as a greater desire for wellbeing and sustainability-minded travel.
"This expanded multi-brand ecosystem fortifies our stronghold in the lifestyle spectrum in Asia, while diversifying our offerings to meet the evolving needs of diverse, affluent travellers around the world," said Eddy See, President of Banyan Tree Group.
"As an independent company with our core DNA in wellbeing and sustainability, we define what ‘good growth’ looks like."
This year to-date, Banyan Tree Group has signed 20 hotel management agreements worldwide including Benin, Mexico, Greece, Saudi Arabia, Korea, Thailand, China and Vietnam.
Four Garrya and two Homm have been signed in Asia with more in the pipeline.
It included the November opening of the first Garrya Huzhou Lucun in China, followed by the debut of Homm Bliss Southbeach Patong, and soft-opening of Banyan Tree Veya Phuket in December 2021.
Looking ahead, the Group will see a total of 19 openings throughout 2022 in the Maldives, Thailand, China, Indonesia, and debuts in Cambodia, Mozambique and Saudi Arabia.
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Editor for TravelMole North America and Asia pacific regions. Ray is a highly experienced (15+ years) skilled journalist and editor predominantly in travel, hospitality and lifestyle working with a huge number of major market-leading brands. He has also cover in-depth news, interviews and features in general business, finance, tech and geopolitical issues for a select few major news outlets and publishers.
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