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Banyan Tree: the tree reaches out its branches

6 min reading time

Published on 16/07/07 - Updated on 17/03/22

In one decade, the Asian brand succeeded in imposing a unique style, using its prestigious spa brands as powerful independent marketing tools. This strategy made an important contribution to the growth of its reach. 2007 is a turning point for Banyan Tree Group in which it declines and adapt its concept under all new latitudes.

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...

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