Resorting to Romance: How the Banyan Tree Made a Brand Fit for Paradise

by Andy Milligan

The philosophy and business practices that underpin one of the world's most luxurious, successful, and socially responsible resort chains are examined in this case study of Banyan Tree Hotels & Resorts. A boutique resort chain that has gained dominance in the industry through a commitment to "experience marketing," this company has thrived despite the seemingly insurmountable crises in the last four years, including the 9/11 attack, SARS, the Asian bird flu, the Iraq war, the Bali bombing, and the recent tsunami. Defying all conventional wisdom, its owners had no experience in hotel management in 1994 when they risked everything to develop their first property, yet they managed to carve out a glorious tourist mecca from the poisoned land of a disused tin mine in the Thai jungle. Their holdings now include some of the finest small hotels and spas in the world, which in turn employ 4,500 employees. Unprecedented access to the founders, management teams, designers, and staff, as well as the company financial reports, gives remarkable detail and immediacy to this book's account of what makes for enlightened management.

Paperback

First published September 1, 2005

About the author

Andy is a leading international brand and business consultant and is acknowledged as an expert on all areas of brand development. He advises CEOs and senior management teams, on strategies for developing and exploiting brands and growing their business.

Andy’s experience spans industries as diverse as airlines, financial services, packaged goods, telecommunications, sports and leisure and pharmaceuticals. He has directed major programmes in Japan, South Korea, Singapore, the USA and throughout Europe. Clients he has worked with include Nissan, WWF, Orange, McLaren, Barclays, Unilever, Thai Airways, IHG, FIFA, Sage, Arcadia, Avon and Roche.

Andy is a regular speaker at conferences internationally and has made frequent appearances in media, including on BBC, Sky and CNN. He has published six best selling books: See, Feel, Think Do which explores the success of instinct in business; Brand It Like Beckham which analyses the success of David Beckham as a celebrity brand; Uncommon Practice which examines the link between great brands and their corporate cultures; Don’t Mess With the Logo which is a straight-talking guide to brand building and BOLD, voted ‘Management e-book of the Year’, which reveals the practices that make great brands stand out, and turn customers into fans.

Andy’s latest book, On Purpose, written with his regular co-author, Shaun Smith, is a practical guide to executing business purpose successfully by delivering a branded customer experience people love.