Massive Global Expansion for Banyantree Resorts, AND Trees – VISION EXCLUSIVE

In an exclusive interview with VISION on Sustainable Tourism, Michael Kwee of Banyan Tree outlined the group’s CSR and Green initiatives which will accompany its massive expansion plans.

In the course of the next three years, Banyan Tree is to expand from a current 22 to 35 countries, 52 to 90 locations, 23 to 70 resorts & hotels, 2330 to 9349 keys, 64 to 124 spas and 7000 to 20,000 employed staff. Amongst many other green initiatives, the target for tree planting will see guest’s involvement in planting at least 200,000 trees!

Is Mr Kwee worried about preserving the group’s enviable reputation for sustainable tourism? “No” said Mr Kwee, Group Director of CSR Strategy, “For me, it’s a fantastic experience to come to work every day”.

Banyan Tree’s roots in sustainable tourism are deep. From the inception of the company, before any of the resorts were built, the emphasis was on sustainability and CSR. And the idea that the group’s mission is to be an “Agent of Social and Economic Development” starts with the design of each lodge. Said Mr Kwee “Having our own architecture subsidiary certainly gives us a competitive advantage and it also gives us the opportunity to design each of our resorts completely in keeping with its surroundings”

In such luxury establishments, it is vitally important that its guests’ requirements are met, together with those of the local community. Training is therefore a major customer care and local legacy issue that Banyan Tree has addressed., The organisation is now spending over $340 on each employee’s training. A $2.5m Banyan Tree Management Academy has been set up alongside spa training establishments.

But it is in the ecological and sustainable tourism issues that are key to the group’s global profile. Banyan Tree’s Green Imperative Fund provides financial support for environmental initiatives and community-based projects. The fund also provides hotel guests an opportunity to participate in support of environmental protection and community help groups. Under an opt-out arrangement, they can contribute US$2 per night of stay at hotels and resorts. Banyan Tree matches guests’ contributions dollar for dollar to grow the fund. CSR is one of the key performance indicators for rating the success of all resorts. There is also a natural resource conservation programme with the objective of reducing the energy and water consumption at resorts by 10% annually for the next three years.

As just a couple of examples in individual destinations, Banyan Tree Maldives Vabbinfaru and Angsana Ihuru are at the forefront of marine conservation programmes and research. A team of marine biologists works tirelessly, studying the ocean life and devising ways to preserve the delicate balance. In the Seychelles, Banyan Tree joined hands with the Marine Conservation Society of Seychelles (MCSS) to implement a Turtle Nesting and Beach Dynamics Observation Program.

To ensure that this kind of activity goes throughout the organization, each Banyan Tree property appoints a CSR/sustainability champion who not only manages and trains resort staff, but shares examples with a group CSR committee.

Does all this work have an effect? Naturally, Banyan Tree, in common with all other high-exposure CSR organizations, produces a Sustainability Report each year, for interested parties to view their CSR balance sheet and identify the good work that’s been done.

But, at what economic cost? Second quarter 2008 profits are up a staggering 51%. That, and Banyan Tree’s confidence in the future would seem to clearly prove that professionalism combined with social responsibility can provide a powerful and sustainable competitive advantage.

Will the guests suffer a disadvantage in the face of all this greenness? Said Mr Kwee “We’re in the business of providing a top luxury experience, all our sustainability work is invisible to guests who don’t want to see it. And, even if a guest should so choose, they’re at liberty to have as many showers as they want and turn the a/c up or down at will”
That’s a true professional.

Valere Tjolle

banyantree.com