Angsana Ihuru, Maldives, Managed by Banyan Tree Group

612 Words2 Pages
Introduction This report is written by Group F students from Tourism and Event Management Year 3. The main purpose of this report is to conduct a market analysis of Angsana Ihuru, Maldives which is managed by Banyan Tree group. This report consists the analysis of market environment, marketing segmentation, 4Ps of Angsana Ihuru and what Angsana do for sustainability initiatives. The Banyan Tree’s Background The Banyan Tree Hotels & Resorts was founded by Ho Kwon Ping. Ho Kwon Ping was born in Hong Kong, grew up and studied in Thailand. He was a travel enthusiast and former journalist. Before Ho Kwon Ping enters the hotels and resorts business, he spent 15 years managing the family business -- “Wah Chang Group” from 1981. As he enlightened by the gap in the hotel industry, he decided to create a strong brand to have a sustainable competitive advantage which allow the company become a price maker in the market rather a price taker control by the marker. Therefore, Ho Kwon Ping entered the business of luxury resorts and the first Banyan Tree resort was opened in 1994 in Phuket, Thailand with the concept of pool villas and tropical spas. Banyan Tree Hotels & Resorts contribute a lot to protect the nature environment and care on corporate social responsibility. The philosophy of Banyan Tree Hotels & Resorts is providing a place to rest senses for their guests. Currently, the Banyan Tree Group spread into luxury chain resort and operated more than 20 resorts and hotels, 60

More about Angsana Ihuru, Maldives, Managed by Banyan Tree Group

Open Document