Banyan Tree Group to launch five new brands
Banyan Tree Group has announced the launch of five new brands in the next 18 months, as the company sets to double its number of properties by 2025.
New standalone brands to be launched throughout 2022 will include Garrya, Homm and Folio, while Veya and Escape will launch as extensions to the existing Banyan Tree brand.
The new brands will come under the group’s existing ‘Stay for Good’ program, developed in accordance with the UN’s Sustainable Development Goals.
The group said the launch of the new brands was in response to trends “accelerated by Covid’s impact, such as conversion opportunities in resort destinations, emerging second-tier tourism destinations, and a greater desire for wellbeing and sustainability-minded travel offerings.”
The ‘Stay for Good’ framework, centred around the environment, society and governance, includes guest involvement in eco-friendly programs such as coral or tree planting, ensuring sustainable workplaces for employees and providing, education and scholarships to 100 youths under the group’s Seedlings program.
“We have always believed that tourism can be a powerful force for driving positive change,” said Ho Ren Yung, senior vice president of Brand HQ at Bayan Tree. “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.”
Eddy See, president of Banyan Tree Group, added: “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.
“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.”
Four Garrya and two Homms properties have already been signed in Asia. Garrya Huzhou Lucun opened in China in November, while Homm Bliss Southbeach Patong and Banyan Tree Veya Phuket are launching this month.
A further 19 new properties will open across the different brands in 2022 in the Maldives, Thailand, China, Indonesia, Cambodia, Mozambique and Saudi Arabia.