Banyan Tree strengthens its brand to Phuket

THAILAND – Luxury Hotel and Resorts Developer Banyan Tree Holdings Limited is poised to increase their presence in the popular South East Asian Beach Destination of Phuket.

The Angsana Phuket will be launched towards the end of the year, as the group takes over the existing property from the expiring lease of Sheraton Laguna. Over 0.5 billion baht will be invested in an extensive refurbishing exercise, which will include the lobby, rooms and restaurants.

In addition, the group will also revitalise and expand its current Banyan Tree Phuket resort to house another two brands. Besides the existing Banyan Tree brand, which is catered to couples, Banyan Tree Spa Retreat will be developed to serve the wellness segment, while DPV will be launched to cater to the Luxury Travel market. All 3 brands though will be launched separately.

These are very exciting times for the Banyan Tree group as it is on the crux of redefining its presence with in the global luxury travel market with its extensive expansion blueprint, which includes countries such as Mauritius, China, Vietnam, India and Philippines amongst others and its plans to refurbish its resorts such as Angsana Bintan, Banyan Tree Vabbinfaru and the already mentioned Banyan Tree Phuket.

Despite its major plans for overseas markets, Singapore, where Banyan Tree is based, is still very much part of the group’s plans, as it seeks to strengthen its brand in overseas markets. Said Mr. Arthur Kiong, Managing Director, Hotel Operations (Asia Pacific) & Group Marketing Services, Banyan Tree, “With a captive market of only 4.5million, Singapore has accounted for 7% of our room nights for 2010, with the 3 most popular destinations being Maldives, Phuket and Bintan.”

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