Banyan Tree Hotels and Resorts recently achieved an impressive fourth ranking in the Asian Brand Hospitality Survey 2012.
Conducted by the Brand Company based in Hong Kong in association with Questex Media, feedback was solicited from approximately thirteen thousand industry professionals across Asia regarding the most successful Asian hospitality brands.
Prior to the survey, 30 brands which originated or are headquartered in the ASEAN region or Greater China were shortlisted by 250 industry professionals who were asked to rank the most successful in terms of sustainable brand building. These 30 companies were then assessed by five brand drivers, including: Design and Communications (the way the brand is reflected through logos, packaging, signage, advertising, websites and brochures); Naming (the hotel brand name and nomenclature for facilities and outlets) and People (including hotel service staff and standards).
The brands were also rated on Place, or the overall living environment offered, including interior design, architecture, art and sculpture, botanicals and music. The last driver was Products and Services, which touches on food and beverage, bathroom amenities, health and leisure facilities, reservations, check-in and check-out, room service and airport transfers.
Banyan Tree achieved an average rating of 4.11 out of 5, despite being the youngest hospitality brand amongst the top five companies included in the survey, and placing higher on the list than other established groups such as Raffles Hotels and Resorts and Amanresorts.
“We are extremely proud to have achieved these results despite being a relatively young hospitality group with 30 properties,” said Banyan Tree Holdings Executive Chairman Ho Kwon Ping. “This is strong validation for Banyan Tree and our collective efforts in growing a discerning hospitality brand since we first launched in Phuket 18 years ago.”
Banyan Tree is poised to further strengthen the brand with several new openings this year including Banyan Tree Lang Co in central Vietnam, Banyan Tree On the Bund in Shanghai, Banyan Tree Tianjin Riverside in China and Banyan Tree Kerala in India.