Designating Taipei as the first promotional stop in Asia  Banyan Tree Group: Taiwanese travelers are the most “quality-oriented”

Reported by You T-Ru / Taipei




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The group operates 30 resorts, 70 spas, and 90 boutique stores. In 2014, it will also open Banyan Tree Yangshuo, Banyan Tree Xi’an, and Banyan Tree Huangshan. The Group aims to have 53 resorts worldwide by 2016. Shu Zhenzhen, Marketing Director for Taiwan, said that Banyan Tree emphasizes customer-centric service. “At the resort in Phuket, there was once an Indian wedding where the client requested the entire property be painted in their lucky color, and then repainted afterward.” Shu gave this real-life example to illustrate how Banyan Tree not only serves guests but also deeply understands and responds to their needs.

In addition, the “quality” of Taiwanese consumers is one reason the headquarters included Taiwan in its comprehensive tour promotion plan. The Taiwanese branch was officially established at the Singapore headquarters in 2009. Over five years, its performance has grown steadily—from an annual turnover of 800,000 USD in 2008 to 5 million USD in 2013. Shu Zhenzhen said that besides continuing to target honeymooners on couple trips, the Group also hopes to attract more Taiwanese travelers on family vacations in the future.

Banyan Tree has long been promoting corporate incentive travel. Shu Zhenzhen added that the resort atmosphere provides private services tailored to business travelers and incentive groups. In addition to offering the ambiance and amenities of the resorts, it also meets the needs of corporate clients, making everyone in the group feel valued and pampered. Future efforts will continue to promote corporate incentive travel and business traveler segments.