WHY INVEST IN BANYAN TREE ACCORHOTELS GLOBAL DEVELOPMENT FEBRUARY 2018 1
Banyan Tree philosophy is based on providing a place for rejuvenation of the body, mind and soul in awe-inspiring locations around the globe - a SANCTUARY FOR THE SENSES Rediscover the romance of travel as you journey to iconic cities or far flung destinations where authentic, memorable experiences await providing a true appreciation of where you are in the world. ROMANCE AWE-INSPIRING SANCTUARY SUSTAINABILITY WHY INVEST IN BANYAN TREE // POSITIONING // FEBRUARY 2018 2
Pioneer of the Pool Villa concept Pioneer of the Tropical Garden Spa UNIQUE SELLING POINTS Named after the tropical banyan sanctuary under which one finds and internal harmony - the same which Banyan Tree Hotels & flourished. The tree shares the the Banyan Tree group, which is traditions and environmental Innovative Destination Dining concepts Sundown Ritual WHY INVEST IN BANYAN TREE // KEY FIGURES // FEBRUARY 2018 3
NETWORK & PIPELINE 23 Banyan Tree hotels & resorts 2,559 keys 10 countries 14 Banyan Tree hotels & Resorts in pipeline +1,874 rooms NETWORK VS PIPELINE 2,559 keys 1,874 keys AMERICAS 2 hotels 177 rooms Banyan Tree Mayakoba, Mexico 132 keys EUROPE +69 rooms in pipeline ASIA PACIFIC 19 hotels 2,230 rooms +1,805 rooms in pipeline AFRICA 2 hotels 152 rooms Banyan Tree Phuket, Thailand 399 keys Banyan Tree Seychelles, Mexico 60 keys WHY INVEST IN BANYAN TREE // NETWORK & PIPELINE // FEBRUARY 2018 4
FLAGSHIPS BANYAN TREE PHUKET, THAILAND 399 KEYS WHY INVEST IN BANYAN TREE // NETWORK & PIPELINE // FEBRUARY 2018 5
FLAGSHIPS BANYAN TREE MAYAKOBA, MEXICO 132 KEYS WHY INVEST IN BANYAN TREE // NETWORK & PIPELINE // FEBRUARY 2018 6
FLAGSHIPS BANYAN TREE SAMUI, THAILAND 88 KEYS WHY INVEST IN BANYAN TREE // NETWORK & PIPELINE // FEBRUARY 2018 7
SIGNATURE TOUCHES Making every guest special SENSE OF ARRIVAL SENSE OF PLACE SENSE OF ROMANCE SENSE OF WELL-BEING SENSE OF TASTE SENSE OF RESPONSIBILITY SENSE OF BELONGING Transition of the guest into Banyan Tree sanctuary and into our care. From architecture to details of our ingredients, activities, gifts and textiles, we infuse the very best of every destination. An intimate retreat experience with our signature blend of romance, and rejuvenation. Taking the time and space for rejuvenation of mind, body and soul. Our Cuisine illustrates a sense of place, authenticity, creativity in presentation as well as market needs. Embracing the Environment, Empowering People is our creed Empowering and engaging our People through training programmes, welfare and benefits WHY INVEST IN BANYAN TREE // KEY IDENTIFIERS // FEBRUARY 2018 8
VILLAS AND ROOMS An all villa concept often with pools located in stunning destinations around the world DESTINATION DINING A signature Banyan Tree experience. Our Destination Dining options are often in beautiful and private locations within our resorts, on a beach, by the cliff-edge, on a sandbank, on a boat and many others. WHY INVEST IN BANYAN TREE // KEY IDENTIFIERS // FEBRUARY 2018 9
BANYAN TREE SPA BRAND As the first luxury oriental spa in Asia, Banyan Tree Spa introduces an exotic blend of ancient health and beauty practices which have been passed down from generations. BANYAN TREE GALLERY The retail arm of Banyan Tree, Banyan Tree Gallery acts as a marketing channel for traditional village crafts handmade in various parts of Asia such as Thailand, Vietnam and China. It also helps sustain the livelihoods and skills of these artisans through gainful employment. WHY INVEST IN BANYAN TREE // KEY IDENTIFIERS // FEBRUARY 2018 10
AWARDS 2148 awards and accolades won since 1994 Five-Star Awards for Hotel, Restaurant (Belon) and Spa Triple Five-Star winner Forbes Travel Guide 2017 Star Award Banyan Tree Macau TOP 5: Best Hotel Brand for Leisure (2nd) 12th DestinAsian Readers Choice Awards Banyan Tree Hotels & Resorts The 50 Best Resorts in the World 30th Condé Nast 2017 Readers Choice Awards (USA) #27 Banyan Tree Cabo Marqués, Mexico #46 Banyan Tree Lăng Cô, Central Vietnam, Vietnam Best Spa Brand (11th consecutive year) 2017 Hurun Best of the Best Awards Banyan Tree Spa WHY INVEST IN BANYAN TREE // COMMUNICATION // FEBRUARY 2018 11
UK RUSSIA FRANCE GERMANY CANADA BRAZIL USA SINGAPORE CHINA JAPAN AUSTRALIA UAE/S.ARABIA BANYAN TREE AWARENESS A growing awareness in key markets among luxury hotel users 71 41 25 20 18 17 19 14 10 29 24 20 EUROPE AMERICAS ASPAC MEA Banyan Tree total awareness as of end 2017. Base: people having stayed in paid-for accomodation in the last 12 months. Affluent and engaged, luxury hotel users. WHY INVEST IN BANYAN TREE // PERFORMANCE // FEBRUARY 2018 12
USA KOREA CHINA AUSTRALIA INDIA INDONESIA SINGAPORE THAILAND UAE/S.ARABIA 79 BANYAN TREE BRAND MARGIN A strong rate premium > 75 wordlwide 70 67 51 50 42 50 55 28 AMERICAS ASPAC MEA Brand Margin in Brand Margin measures the financial premium which the brand name adds to the intrinsic value of the same hotel stay with an unbranded alternative. A Brand Margin of 10 means that «Consumers think it is worth paying on average 10 more per night to stay with brand X compared to an unbranded equivalent». Base: people having stayed in paid-for accommodation in the last 12 months and somewhat/very familiar with the brand Brand Margin in. Traveller representative Figures as of end 2017 WHY INVEST IN BANYAN TREE // PERFORMANCE // FEBRUARY 2018 13
ACCORHOTELS DISTRIBUTION SOLUTIONS AccorHotels offers >110 global distribution partnerships at best market conditions 10 call centers in 18 languages France Wroclaw Poland Rabat Morocco Sao Paulo Brazil Search Bangalore India Web AccorHotels, Websites, Mobile & APP Dalian China Sydney Australia Call centers 16% Web Partners Moncton USA Bangkok Thaland Intra Hotel & Cluster Reservation Service 16% 2% CRS 66% 34% 25% 7% GDS/IDS Indonesia - Jakarta HOTEL PMS WHY INVEST IN BANYAN TREE // PERFORMANCE // FEBRUARY 2018 14
ACCORHOTELS DISTRIBUTION PERFORMANCE for LUXE brands CALLS CENTERS, INTRA HOTEL & CLUSTER SERVICES FOCUS ON LUXE DIRECT WEB BRANDS.COM+ ACCORHOTELS.COM + MOBILE WEBSITES & APP ACCORHOTELS WEB WEBSITES, MOBILE SITES & APP 16% 32% DIRECT SALES 775 MILLION +60% LUXE BRAND REVENUE VIA WEB LUXE MOBILE BOOKING GROWTH Figures as of end 2017. Distribution for AccorHotels LUXE brands 58% ACCORHOTELS CENTRAL RESERVATION SYSTEM 16% 7% 42% HOTEL PMS 19% 7% WEB PARTNERS (OTAS) GDS/IDS 26% INDIRECT SALES WHY INVEST IN BANYAN TREE // PERFORMANCE // FEBRUARY 2018 15
Figures as of end 2017 LE CLUB ACCORHOTELS AccorHotels owns the most powerful international program Banyan Tree joining Le Club AccorHotels in 2018 Loyalty members - Worldwide Le Club AccorHotels FRS loyalty program Huazhu loyalty program Guests origin - Worldwide A Worldwide program: 14 brands 3,400 hotels in 93 countries 106M 70 145M 100 France 13% Central & Eastern Europe 12% Northern Europe 18% Mediterranean, Middle East & Africa 12% Americas 17% Asia- Pacific 28% Free enrollment 100% Web based program More than 23,000 new members every day Le Club AccorHotels represents 30.6% of AccorHotels revenue Partnerships with large Airlines loyalty program: Skyteam, One World, Star Alliance 4 4,7 40 10 14 18 25 32 2012 2013 2014 2015 2016 2017 >40 MILLION MEMBERS WORLDWIDE +23,000 MEMBERS EVERY DAY LE CLUB ACCORHOTELS REPRESENTS 30.6% OF HOTEL GLOBAL REVENUE WHY INVEST IN BANYAN TREE // PERFORMANCE // FEBRUARY 2018 16
RESORT HOTEL DEVELOPMENT CRITERIA Development & programming AAA ultra city center location, historic conversion WORLDWIDE RECOMMENDED NUMBER OF ROOMS 100 200 keys 100 200 keys ROOM AVERAGE SIZE -10%/-15% of worldwide 50 60 sqm TGFA / ROOM -10%/-15% of worldwide 105 130 sqm RECOMMENDED NUMBER OF ROOMS 50 150 keys 50 150 keys PRIME LOCATIONS SECONDARY LOCATIONS AIRPORTS SUBURBS ROOM AVERAGE SIZE 50 60 sqm indoor+outdoor 60 70 sqm indoor+outdoor TGFA / ROOM 120 150 sqm 170 200 sqm INTERNATIONAL CAPITALS KEY CITIES & RESORTS FOOD & BEVERAGE WELL-BEING MEETINGS 1 all day dining buffet restaurant Specialty restaurant Destination dining (resort only) 1 Bar Banyan Tree branded Spa & shop Rain mist Hydrotherapy rain forest (optional for urban) Swimming pool Beauty garden (nice to have) Meeting rooms on market demand Ballroom (urban only) Gallery MAJOR DOMESTIC DESTINATIONS OTHER CITIES & ATTRACTIVE TOURISTIC DESTINATIONS WHY INVEST IN BANYAN TREE // PERFORMANCE // FEBRUARY 2018 17
At its heart, Banyan Tree is an idea, indeed an ideal that inspires living. Dedicated to supporting local communities, it delights guests with its strong connection to a sense of place, timelessness, harmony and integrity.