Banyan Tree: the tree reaches out its branches

The Banyan Tree is a tropical tree known for its grace and strength. Moreover, in Asian culture it is synonymous with the sanctuary. Under its leaves is traditionally a place for recharging one’s batteries. The emblem was thus obvious for this upscale chain that positioned itself directly as an important luxury brand. At its origins are a young journalist named Ho Kwon Ping and his wife Claire Chiang. Adventurers avid for new experiences, the two set up house in the mid 70s on a fishing island off Hong Kong. The name of their village: Yung Shue Wan, which means Banyan Tree Bay! Nearly twenty years later, in exactly 1994, they opened the first Asian-branded resort & spa in Phuket, Thailand. Today the property is still the flagship of the brand, which now boasts ten hotels between Asia and the Middle East.Finally, the chain recently innovated once again with the launch of its concept of Private Collection. The idea involves no less than giving luxury time-share an allnew dimension. Through an entry fee of 120,000 dollars (and an annual contribution of 3,000 dollars), membership to this new Private Collection offers the lifeteime right to stay 7 to 10 nights a year at one of the chain’s properties. To this may be added complementary advantages, ranging from access to sports facilities at the hotels and special rates at the brand’s spas and restaurants. The formula tested successfully in Hong Kong’s and Japan’s markets. So well so that it is opening up to French and European investors. “In just one week I was contacted by dozens of investors seduced by the formula,” confirms André Labouri, the group’s representative in France. It must be added that there is one very important little detail in the contract: membership may be transferred, sold or willed to...