Banyan Tree that currently has five brands, such as Cassia and Angsana, will introduce five new ones.
Two of the five brands are Banyan Tree extensions (Escape & Veya) and three completely new brands (Homm, Garrya & Folio).
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Some of these brands are meant for conversions, and apparently, they should help Banyan Tree double its portfolio of 50 or so hotels today by 2025.
Here are the five brands per Hotels:
Homm:
home-on-the-go accommodations inspired by destination-specific touchpoints and ‘sense of belonging’ travel experiences.
Garrya:
contemporary, minimalist, upscale haven in urban areas, offering a distinct wellbeing approach for sophisticated travelers who seek beauty in simplicity of design.
Folio:
a micro-hotel concept providing big experiences in small, elegantly designed spaces for practical and environmentally conscious travelers. Functional hotels and conveniently located.
Banyan Tree Escape:
a no walls, no doors ‘naked’ retreat in communion with nature, where no more than 20 open-air villas provide escapist space for personal discovery, wellbeing and deep-rooted cultural immersion intimate eco-luxury resorts.
Banyan Tree Veya:
wellbeing-centered destination resorts offering a clarified approach to wellbeing and learning of sustained lifestyle practice – built on Banyan Tree’s eight proprietary pillars with tailored wellbeing activities and guidance led by a professional wellbeing host.
Conclusion
I am not convinced that we need more hotel brands at this stage, although Banyan Tree itself doesn’t have THAT many yet.
It is difficult to distinguish between various offerings, and is a brand worth having if it cannot reach an actionable size in the number of hotels?
Other Banyan Tree brands are Accor Live Limitless (ALL) participating, and Accor and Banyan Tree have a “strategic” partnership with an ownership component. However, it is unclear if these new brands will join in ALL.
