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12 Jan 2024
Banyan Tree Group rebrands to Banyan Group and gears up for 19 new openings in 2024
BY
Megan Whitby
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China has proven to be a pivotal market for Banyan Group which has a pipeline of 14 properties planned for the country, 10 of which will open this year
photo: Banyan Group
Banyan Tree Group is ringing in its 30th anniversary by rebranding as Banyan Group to reflect its evolution into a multi-brand hospitality group. Having doubled its portfolio since 2019, the group now manages 12 global brands, 75 hotels and resorts, more than 60 spas and galleries and 14 branded residences across 22 countries.
The company shows no signs of slowing down its momentum for 2024 and plans to unveil an additional 19 destinations throughout the year.
This will include new properties and residences in Cambodia (one), China (10), Japan (one), South Korea (two), Thailand (two), Vietnam (two) and Mexico (one).
“This brand evolution reflects our portfolio transformation from a single luxury brand to the diverse offering we have today,” said Eddy See, president and CEO of Banyan Group.
“Almost half of all countries we operate in carry a multi-branded presence, most of them high-growth travel destinations. With a keen eye on expansion, we’re seizing new opportunities with our distinct brands, designed to meet evolving traveller preferences and needs in these dynamic markets.”
Banyan Group says the robust growth slated for 2024 has been driven by a resilient recovery post-Covid, surpassing pre-pandemic metrics across various regional markets.
New programming and initiatives
During 2024, Banyan Group will launch Beyond, a new digital companion that offers a holistic experience across its codified wellbeing framework, and with Banyan – an experiential members programme that rewards engagement, interactions and actions.
The 30h anniversary celebrations will extend globally with 11 trade pop-ups, global consumer campaigns and the launch of eight signature scents inspired by the group's eight pillars of wellbeing.
Banyan Group will also align with the United Nations’ Climate Science-based Targets to develop a 2030 Sustainability Roadmap that addresses both environmental and human capital development in line with its founding ethos of ‘Embracing the Environment, Empowering People’.
In addition, it will launch a circularity pilot project to reinforce its commitment to advancing the hospitality industry’s transition to regenerative practices.
About Banyan Group
Banyan Group is an independent, global hospitality company comprised of 12 distinct global brands including 10 hospitality brands; Veya, Banyan Tree, Angsana, Cassia, Buahan, Dhawa, Folio, Garya, Homm and Laguna.
The organisation operates with wellness as a key tenet and is committed to ‘remaining the leading advocate of sustainable travel, with a focus on regenerative tourism and innovative programmes that elevate the guest experience’.
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