Resorting to Romance : How the Banyan Tree Made a Brand Fit for Paradise

The philosophy and business practices that underpin one of the world's most luxurious, successful, and socially responsible resort chains are examined in this case study of Banyan Tree Hotels & Resorts. A boutique resort chain that has gained dominance in the industry through a commitment to "experience marketing," this company has thrived despite the seemingly insurmountable crises in the last four years, including the 9/11 attack, SARS, the Asian bird flu, the Iraq war, the Bali bombing, and the recent tsunami. Defying all conventional wisdom, its owners had no experience in hotel management in 1994 when they risked everything to develop their first property, yet they managed to carve out a glorious tourist mecca from the poisoned land of a disused tin mine in the Thai jungle. Their holdings now include some of the finest small hotels and spas in the world, which in turn employ 4,500 employees. Unprecedented access to the founders, management teams, designers, and staff, as well as the company financial reports, gives remarkable detail and immediacy to this book's account of what makes for enlightened management.

Andy Milligan is a leading brands expert and a director of Interbrand, the world''s leading brands consulting business. He is the author of Brand It Like Beckham and Uncommon Practice: Brands Who Deliver a Great Experience.