Banyan Tree Group is set to introduce five new brands into its portfolio, all flying the flag of purposeful travel. We take a look to see where they are headed…
Banyan Tree Group has announced that it is set to double its footprint of 54 properties across 23 countries by 2025, with the introduction of five new brands launching over the next 18 months. As a pioneer of purposeful stewardship and responsible tourism, this expanded global portfolio of 10 unique brands will allow the Group to increase its impact in the countries where it operates, whilst taking advantage of post Covid-19 growth opportunities in purposeful travel.
Image credit: Banyan Tree Group
Through the Banyan Tree Global Foundation, all brands coming onboard will abide by the proprietary Stay for Good program, a structured framework that aligns with the United Nations’ Sustainable Development Goals. Stay for Good embeds core stewardship values in operations and guest experience, promoting community engagement and partnership to drive long-term impact in the three core pillars of Environment, Society, and Governance (ESG).
Deepening this mission amidst expansion, Banyan Tree Group’s operation of Stay for Good across its multi-branded ecosystem ensures that each location, no matter how far apart, is unified in its commitment to regenerative and wellbeing practices.
“We have always believed that tourism can be a powerful force for driving positive change,” said Ms. Ho Ren Yung, Senior Vice President of Brand HQ. “Covid-19 gave us the impetus, pause 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, and redefine what essential, purposeful and responsible travel looks like in this next era.”
-
- Image credit: Banyan Tree Group
-
- Image credit: Banyan Tree Group
Throughout 2022, the Group will introduce new brands Garrya, Homm and Folio, as well as two new brand extensions of Banyan Tree named Veya, and Escape. Each of the five new brands to be released are responses to macro and regional trends in travel, 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 offerings.
“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 Mr. Eddy See, President of Banyan Tree Group. “As an independent, mission driven company with our core DNA in wellbeing and sustainability, we define what ‘good growth’ looks like. We are committed to being an exemplar and leader in our field, inspiring better living for our guests and associates in all the communities where we operate.”
With the soft-opening of Banyan Tree Veya Phuket scheduled for this month, the group plans a total of 19 openings across seven countries, throughout 2022 – Maldives, Thailand, China, Indonesia, Cambodia, Mozambique and Saudi Arabia – seeing new flags being planted in the latter three countries.
> Since you’re here, why not read about Banyan Tree Mexico?
Main image credit: Banyan Tree Group
