Banyan Group prioritises Indian market through targeted marketing

Banyan Group marked its 30th anniversary this year. With TTJ, Benjawan Meksakul, Regional Director, Sales and Marketing, Banyan Group, Thailand, Laos, Indonesia, and the Maldives, along with Tekla Maira, Regional Director, Sales, Banyan Group, India, discuss the transformation of Banyan Group, its recent advancements in the Indian market, distinct brands, and future aspirations.

– Prashant Nayak

Celebrating three decades of crafting extraordinary experiences this year, the Banyan Tree Hotels have transitioned from “Banyan Tree Group” to “Banyan Group,” signifying a dynamic evolution into a multifaceted, multi-brand hospitality powerhouse. Managing 75 hotels and resorts across the globe, the group boasts a portfolio of 12 distinctive brands, including the iconic Banyan Tree. Each brand retains its unique identity while being unified under Banyan’s immersive membership programme. With plans to add 19 new properties and residences by 2024 in Asia and Mexico, the group strengthens its global presence, offering an unparalleled range of luxury experiences.

Strengthening Bonds

Banyan Group recently conducted roadshows in India and celebrated their momentous 30th anniversary at an event in Mumbai. Amidst the celebration, Maira provided invaluable insights into the group’s transformative journey and the evolution of its brands, and she invited them to experience the exceptional luxury that makes life beautiful.

Managing a diverse portfolio of 12 hotels, Benjawan’s objective to visit India was to foster enduring relationships within the travel trade through impactful roadshows. A large percentage of Banyan Tree Group’s assets are in Thailand, and its resorts have been attracting a growing number of Indian tourists. Benjawan mentions, “Our recent roadshow across India, spanning Delhi, Bengaluru, and Mumbai, proved highly successful. We had eight hotel properties from Thailand and Indonesia participating in the roadshow. It provided an excellent platform to engage with our Indian trade partners and highlight the latest developments and luxury offerings from the Banyan Group.”

Expanding Horizons in India

2023 was an amazing year for the Banyan Group. It was their first year back in action after the pandemic, and the resurgence was remarkable. Maira says, “Demand for our Thai hotels soared, with our hotel in Indonesia following suit, leaving no room for bookings. Weddings definitely came back big-time last year and are expected to grow this year. The outlook is even brighter in 2024 with Thailand’s visa-free status. This opens doors for many more celebrations, social gatherings, milestone birthdays, and other events. We are expecting more family and friends to travel to Thailand and Indonesia to celebrate special occasions. Our business is thriving, buoyed by the increasing influx of visitors, particularly from India.”

The Banyan Group has noticed significant growth in their business, particularly in tier two and tier three cities in India. “Previously, our focus was primarily on major cities like Delhi, Mumbai, Kolkata, and Chennai, which continue to perform exceptionally well. We are getting excellent responses from Bengaluru, our newest market. Also, we are now experiencing a surge in new markets, particularly from the southern regions of India,” asserts Maira.

The Indian market has been instrumental in driving growth across Banyan properties, not only in terms of FIT and leisure travellers but also in the MICE segment. Benjawan says, “Recognising its significance, India remains our primary focus for marketing activities such as roadshows and networking. We are particularly excited about the immense potential we are discovering in Tier 2 and Tier 3 cities. In our marketing efforts, leveraging social media has been pivotal to connecting with India’s vast population and tapping into its promising market.”

Signature Brands and Guest Loyalty

Situated in awe-inspiring destinations around the globe, the group’s exceptional brands—including Banyan Tree, Angsana, Cassia, Dhawa, Folio, Buahan, Garrya, Homm, Laguna, and Veya—each exude their own unique charm. Even amidst the challenges of the past three years, Maira says that guests continue to demonstrate a strong brand recall. She highlights, “We have remained steadfast in delivering on our brand promises, especially our dedication to sustainability, which has garnered trust and belief from our guests, intermediaries, and partners alike. This steadfast belief in our brand is a testament to its strength and growth trajectory.”

Benjawan also noted that travel operators have observed that due to the Banyan Group’s credibility, customers remain loyal and are eager to explore their hotels in new destinations, experimenting with the different brands and thus underscoring their unwavering trust in the company.