Following three decades of success in the hospitality sector, Banyan
Tree Group is rebranding, shedding the 'Tree' to become the 'Banyan
Group.' According to the media release, this alteration is part of the
group's shift into a multi-brand hospitality powerhouse.
Since 2019, the Banyan Tree Group has undergone exponential growth,
doubling its brand portfolio. New destinations such as Banyan Tree AlUla
in Saudi Arabia, Garrya in Kyoto, and Folio in Osaka, Japan, among
others, showcase the group's global expansion. The year 2023 marked a
period of robust business performance, surpassing pre-pandemic levels.
Looking ahead to 2024, Banyan Group’s president and CEO, Eddy See,
expressed the milestone as a testament to their enduring success. The
brand evolution reflects a transformation from a single luxury brand to a
diverse offering, with a focus on meeting evolving traveller
preferences and needs in dynamic markets.
The Banyan Group currently manages 12 global brands, overseeing 75
hotels and resorts, 60 spas and galleries, and 14 branded residences
across 22 countries. As part of its expansion plan for 2024, the group
will introduce 19 new properties and residences in Cambodia, China,
Japan, South Korea, Vietnam, and Mexico.
Highlights of the expansion include the debut of Angsana Siem Reap in
Cambodia, the first Banyan Tree property in Japan with Banyan Tree
Higashiyama Kyoto, and additional brands launching in Vietnam and South
Korea. The North American market will witness the introduction of Banyan
Tree Veya Valle de Guadalupe in Mexico.
Celebrating its 30th anniversary in 2024, the Banyan Group is set to
launch Beyond, a digital companion offering a holistic experience, and
'withBanyan,' an experiential members programme. The global celebration
includes trade pop-ups, consumer campaigns, and the launch of signature
scents and artisanal gifts, crafted in collaboration with local
communities.