Banyan Tree

Did You Know?
Banyan Tree:
Unlocking the creativity of staff to deliver the brand

Banyan Tree hotels and resorts in South East Asia offer a 'sanctuary for the senses'. They are definitely luxurious, but not in the conventional sense. For example, there is no air-conditioning in the spas. Instead they are located in lush tropical settings, for which the Banyan Tree is now renowned.

The Banyan Tree experience is one of intimacy and romance, most of the guests are couples. Delivering the experience involves more than just hotel service of the highest standards, it involves the creativity of each and every member of staff.

It may be the room boy leaving a flower on the bed when he turns down the covers at night. It may be the beach attendant writing poems in the sand. Or it may be staff creating an 'intimate moment' for guests by transforming their villa with candles, satin sheets and an open bottle of wine.

This kind of involvement in delivering the brand experience is achieved by:

•
Recruiting on attitude, rather than experience

•
Involving staff in the development of new resorts

•
Giving staff 'villa stays' so they can understand the experience themselves

•

Encouraging staff to create guest experiences, above and beyond clear service standards

These strategies have been an integral part of the success of the brand, which has won numerous accolades and awards, probably more than any other resort in Asia.

Ask yourself:

•	Am I really doing enough to involve my staff in delivering the brand experience?

Brand Manual
More articles
Subscribe

'How To Build Your Total Brand' takes you step-by-step through the brand management process, putting you on track to maximize the strength of your brand and the value of your business.
Click here for details