Banyan Tree to separate Phuket resort into three brands

Banyan Tree to separate Phuket resort into three brands

Banyan Tree has revealed that its resort in Phuket will be split into three separate resorts in gradual phases this year. In the changes, the site would go untouched but separate the Spa Pool Villas, central resort and Double Pool Villas areas into individual resorts. It will be overseen by Adrian Croft, who is leaving Banyan Tree’s offices in Europe to become director of sales and marketing at Banyan Tree Phuket. Speaking to Travel Daily earlier this week, Croft said the decision to split the resort me from a need to simplify its product and specify marketing to the family, spa and high-end clients. “Over the years we have added [accommodation] onto the resort and we have gone from a boutique property to a 173-room resort,” he explained. “We have different clients in each accommodation a huge mix which we think we can manage better. Pushing the resort as three separate brands will establish more specific markets.” As a result, the Spa Pool Villas area will become a boutique property run by the spa managers with a spa focus. Meanwhile Double Pool Villas will become a 23-villa resort for high-end customers with specific needs and will therefore be managed by senior management. The central properties will then remain named as the Banyan Tree Phuket, targeting the luxury family market. “Repositioning and rebranding will take place in the next 12 months and staff are currently being trained,” added Croft.

Mark Elliott
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Mark Elliott
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