Banyan Tree expaned in Yangshuo China, Expects Fourth Brand in 2016
BANYAN Tree Hotels and Resorts will be adding 28 new properties within the next four years, and is looking at several projects in South America, the US, Europe and the Middle East.
The additional new properties will be spread across the Banyan Tree (14), Angsana (10) and most recent Cassia (4) brands.
Banyan Tree vice president for sales and marketing, David Spooner, said: “Our first Cassia hotel will go live in Phuket this December. Other destinations (expecting the brand) include Bintan, Lijiang, Sri Lanka, Gold Coast of Australia, New York and London. The group will build and sell the property, then market it for the owners.”
The group will also roll out its fourth brand in 2016, he revealed, which focuses more on the mid-market and will be operated through management contracts.
He added that the rationale behind aggressive expansion is to become a “good collection of brands”.
”We’re a rising brand in Asia and our goal is to compete with Four Seasons. China remains a powerhouse and we have just opened Banyan Tree Yangshuo and Angsana Xian Lintong there, to be followed by Banyan Tree Huangshan, Angsana Chongqing Beibei and Banyan Tree Jiuzhaigou within this year.”
The group is also catering to the growing category of health-conscious guests. Spooner explained: “Hot spring resorts have been in China for a while and it’s getting popular as people are desiring a healthy lifestyle. However, most operators are domestic, so we’ll bring this type of resorts to international level.
“Our new hot spring resorts include Banyan Tree Chongqing Beibei, Angsana Tengchong Hot Spring Village, Angsana Xi'an Lintong (the hotel is open but its hot spring will be ready this May) and Angsana Chongqing Beibei (opening this year).”
Playing down the impact of China’s anti-corruption crackdown on the group’s business there, he said: “Luxury is a very wide term and we don’t cater much to this type of travel, which happens mostly in the city centre.
“The majority of our guests are not related to government travel. In fact, our brand is not blatantly luxury but more discreet and understated luxury.”
