Banyan Tree was founded in 1994 with a clear vision that was way ahead of its time: a focus on “naturally luxurious and ecologically sensitive hospitality” and its original seed of an idea for purposeful travel is proving even more relevant in a post-pandemic world.
Now Ho Ren Yung – the daughter of brand founders Ho Kwon Ping and Claire Chiang – is responsible for brand, digital and wellbeing across Banyan Tree Group’s portfolio, overseeing everything from e-commerce and customer experience to innovation, across a portfolio of 10 global brands.
The growing family of brands includes Banyan Tree, Angsana, Cassia, Dhawa and Laguna, and five that were launched in 2022 – Homm, Garrya and Folio and two new Banyan Tree brand extensions, Escape and Veya. Here, she tells TTG Luxury about the future of the company.
Banyan Tree Group is on track to double its footprint by 2025, and you launched five new brands last year. What are your goals for the group?
We remain on track with our mission, announced in 2021, to double our footprint and expand to at least 100 hotels by 2025. It is a tremendous achievement for the Banyan Tree Group, and we are proud of the progress we have made so far. In addition to this expansion, our focus is now on maturing new brands we launched last year.
As we move forward, our overarching goal is to promote and cultivate a renewed common interest in inspiring the next generation of regenerative travel. We aim to be at the forefront of sustainable hospitality and make a positive impact on the environment and local communities. By continuously innovating and delivering exceptional experiences, we strive to redefine the way people travel and create lasting value for our guests, partners and the destinations we operate in.
What do you look for in a new property?
First and foremost, when considering a new property, we prioritise alignment with our values and mission. Travellers now value sustainability, personalised experiences, wellness offerings and technology integration. By considering these factors, we aim to provide unforgettable experiences that meet the evolving needs of luxury travellers.
Which destinations are on your wish list to open in?
While we have a strong presence in Asia and are gradually expanding in the Middle East, our wish-list destinations for future openings include the United States and Europe. These regions offer exciting opportunities for growth and would be ideal for various brands within our portfolio.
Are you seeing any particular trends from UK customers?
The top three trends are wellbeing products, nature-based resorts like Banyan Tree Escape and regenerative travel experiences.
How important are luxury travel agents to Banyan Tree Group?
Luxury travel agents play a vital role in the success of the Banyan Tree Group, given our focus on resort-based hospitality. We have had a close working relationship with travel agents, and we look forward to further collaboration as we shape the future of travel together, particularly in the realm of regenerative tourism.
And as we approach our 30th Anniversary in 2024, we can’t wait to unveil a range of new and enticing offers. We invite TTG Luxury readers to stay tuned and watch this space as we have evolved from our humble beginnings as a single brand 29 years ago to become a multi-branded hospitality company – so for sure you will be hearing more from us and our newly launched banyantreegroup.com website.
You recently released Banyan Tree Group’s 2022 sustainability report. Tell us about some of the projects you’re proud of.
In addition to the existing endangered species policy, the Group developed group-wide animal welfare policies and standards to drive cage-and crate-free production, and a policy to increase plant-based menu options that have a lower environmental impact than meat.
The Group continued with conservation and restoration efforts, including monitoring of coral reefs in the Maldives and Bintan and planting of 5,114 corals, as well as turtle conservation in Indonesia, Mexico, Thailand and Vietnam, and the safe release of 876 hatchlings, among other initiatives.
By hiring, training, and promoting associates without discrimination, 44.61% of all associates and 43% of senior management were women in 2022. The gender pay gap at owned and managed hotels was 1.94% after adjustment, which was well within our KPI of under 5%.
You’re hosting a sustainability conference in September at Banyan Tree Phuket in Thailand. What will be on the agenda?
This conference aims to bring together sustainability champions from various brands, as well as notable experts in this particular topic and media representatives from various markets, including the UK, to engage in meaningful discussions and exchange innovative ideas. Although the event is designed to be intimate, we believe it will foster inspiring conversations that will enrich the sustainability landscape.
Why did you launch the Stay For Good Programme, and which activities would you recommend to luxury travellers?
The Stay For Good experience sets itself apart from typical travel packages by shifting the focus from self-indulgence to leaving a small yet meaningful impact. We aim to inspire our guests through experiences that have a purpose and create a positive change.
This shift in perspective has become particularly significant in the wake of the pandemic. Through our research and guest feedback, we have observed an increased demand for purposeful travel that goes beyond the traditional package offerings.
To ensure the authenticity and meaningfulness of these experiences, our team has personally curated them. By directly engaging with local talents, we have been able to craft unique stories and seamlessly weave them into the experience.
Some examples include:
- Buahan, a Banyan Tree Escape: Guests will visit the nearby Singaperang village and follow a local farmer on a tour of his land, foraging for native fruits and edible plants such as winged beans, peppercorns and cemcem leaves. They will also taste raw honey from stingless bees, and round off the experience with traditional local delicacies handmade by the farmer’s wife.
- Banyan Tree Krabi: Guests will have the opportunity to visit the local Thai community of Ban Koh Klang. These villagers live on a small, peaceful fishing island in the middle of the Krabi River, less than 15 minutes away from Krabi Town by boat. Guests can immerse themselves in the local way of life by making models of the distinctive traditional longtail boats of Krabi, trying out batik painting, dyeing fabric with organic dyes, or exploring nearby caves, mangrove forests and rice fields.
What impact do you hope the programme will have?
The concept of Stay For Good has been ingrained in the core values of our group, aligning with our mission to build a Brand For Good. Sustainability has been a fundamental aspect of Banyan Tree since its establishment 29 years ago, and we recently published our 17th Sustainability Report. Building upon this framework, we wanted to extend the guest experience to not only encompass the environment but also the wellbeing of local communities.
Season two of Banyan Tree Group’s The Possibility Podcast started on 26 May. Which guests have you got coming up?
The season’s impressive line-up includes:
Kathy Eldon, an American author and journalist who founded the NGO Creative Visions
Shaway Yeh, a pioneer of China’s sustainable fashion movement and founder of yehyehyeh consultancy
I Wayan Wardika, a Balinese "desapreneur" pioneering waste management and environmental education in his community
Anuar Abdullah, founder of Ocean Quest Global with a vast knowledge in marine conservation and coral research
Purnima Shrestha, an intrepid photojournalist on a mission to save the iconic Himalayas for future generations through climate change activism
Anna Oposa, a passionate environmentalist and advocate for ocean conservation
What impact did season one have?
Season one had a significant impact as it successfully ignited meaningful conversations. We took a deliberate approach by engaging talented individuals like Mukul Bhatia and Kathryn Romeyn to curate the topics, select speakers, and evoke the inspiration of changemakers.
This resulted in thought-provoking discussions that encouraged participants to envision their wishes and dreams for the future and contemplate how they would approach them.
