New Service Analysis of Banyan Tree Luxury Boutique Hotel

Read about the new service analysis of Banyan Tree Luxury Boutique Hotel for old age people or baby-boomers. Discover the importance, difference from other services, formulation, service lifecycle, government initiation, procedure of availing the service, extra facilities and better management qualities.

Principle of marketing
A NEW SERVICE ANALYSIS OF BANYAN TREE LUXURY BOUTIQUE
HOTEL

Introduction
 The principle of marketing suggests involvement in product
transfer and maintain a good relationship with consumer and
producer.
 Service development for any kind of hospitality sector will
engage more people and access changes to discover the
dream destination for the guests.
 Banyan Tree hotel delivers international hospitality branding
in accommodation and spa in Singapore and many
international areas (Banyantree.com, 2018). The pool villa
concept, along with the garden spa provides extra facility to
customers.

Background of the Hotel
 The hotel was founded by Ho Kwon Ping and Claire Chiang
but the process of toxic support in vegetation stopped that
process and some regeneration program has started. After
ten long years in 1994, Banyan Tree Phuket was built
(Banyantree.com, 2018).
 In 2009, global foundation was created for Banyan Tree and
corporate social responsibilities encourage the communities
to build the process in an authentic way (Banyantree.com,
2018).
 Bring nature to their rooms, along with the sense of

Approach to the hotel
 The approach of the hotel is to discover a dream destination
for guests.
 The full-service accommodation and development in thematic
attraction is the key approach of the company to engage more
people.
 Environment-friendly design highlights the global balance in
nature and the CSR department maintain the ecological

New service development
 Service for the old age people or baby-boomers is the new service
that can be launched by the administration.
 The service will have all the innovative and modern amenities that
people will need from a high-class hotel. The upper sleeted rooms
are not accommodated due to their age problem (Kubacki et al.,
2015). Ground floor rooms along with waterside relaxation and
water spa facility will be there for them.
 Age is not an issue for that reason and all kind of operational
amenities will find for them. Lounge with open fire, sightseeing,
laundry and dry cleaning, allergy-friendly rooms, own parking
spaces all these amenities will be there for old people.

Importance of the service
 The service is important as new couple accommodation in
form of old people will emerge a new dimension for hospitality
industry.
 There are lots of other services like for proposal, anniversary,
wedding, honeymoon but the service for old people is a
different way to celebrate life, and the hotel provides that
(Smith, 2012).
 The important of the service is to formulate better revenue
generation of the hotel and maintain some good etiquettes to
keep a better relationship with older people.

The difference from other
services
 Formation
 Branding
 Equipment
 Facilities
 Re-live the moments in a different way
 Other services are delivering happiness at the initial stage of
their new journey, however, this process changes the entire
formation and delivers a better way of hospitality.

Development of the service
 The business development in creating value for the hotel as the new
segment delivers new revenue generation opportunity for the hotel.
 The environment policy will be maintained in that process.

Formulation of the service
 Government initiation is needed to formulate the process, and
there is a linked up process to control the manner.
 The booking can be done by the government offices or websites.
 Extra care and outlook will be given in this process.

Service lifecycle

Introduction to the service
 This is the first stage of life cycle and service cost is the
prime matter in that case. There are some introductory
packages for customers and a special discount for lucky
winners as well.
 Introductory compliments are there for engaging customers
and that will effect better for the enhancement for the hotel.

The growth of the service
 The growth rate will be measured by the effective revenue
generation of the hotel.
 The growth will be measured by the spaces created by the
old people and their active lifestyles in the hotel (Erragcha &
Romdhane, 2014).

The maturity of the service
 The process will be matured when the objective of the
company set by the management will fulfil.
 To reach at the top of the hospitality industry with this concept
of special accommodation for baby-boomers is the best
approach in that case, and hotel will reach at the stable
situation after getting a highly acclaimed review (Russell-
Bennett, Wood & Previte, 2013).

Decline of service
 The service can be initiated by other hotels also at a better
pricing strategy. Banyan Tree will face challenges at that
moment.
 The process of declining situation will initiate a decrease in
service level and design in a better way (Laczniak & Murphy,

Government initiation in this
service
 A collaboration with the government, in that case, will help the
process. Aged people can book their rooms and enjoy their leisure
time through government websites.
 There are some advantages the Singapore government proposed
for those aged people who booked their rooms through their portal.

The procedure of availing the
service
 Website booking in online process, offline registration
before three months, best-suited room selection, operational
choice and activities all these can avail through the process.
 Atmospheric beauty and rooms’ size are also preferred
through the procedure.

Extra facilities in this service
 Complimentary arrival and departure transfer
 Greeting with concierge aid
 Freshwater swimming pool
 Sun lounger
 Pool bar
 Collection of artworks in each room
 Sea view
 Floral request
 Free Wi-Fi access
 Free wine tasting and food tasting
 Yacht hiring

Recommended service process
 A complimentary dinner for the couple and a welcome drink
can be served for the better engagement with the customer.
 Extra facility for the first ten couples will consider as a
better promotional strategy as well.

Better management qualities
 Qualities like commitment and communication skill are important for
employees to feel those aged people comfortable.
 Enthusiasm, interpersonal skill, leadership all these qualities highlight
better management process.

Conclusion
 Therefore it can be concluded that new service development
of making a separate genre for aged people will find a space
for extra revenue generation and provide a good opportunity
as well.
 Some essential qualities will enhance service quality and
maintain a good relationship with customers.
 This is the new service dimension as well along with the
anniversary, wedding and honeymoon and Banyan Tree will
get good revenue opportunity through this.

References
Banyantree.com (2018)
DISCOVER YOUR DREAM DESTINATION retrieved from:
https://www.banyantree.com/en [Accessed on 29th September, 2018]
Erragcha, N., & Romdhane, R. (2014). New faces of marketing in the era of the web: from
marketing 1.0 to marketing 3.0.
Journal of Research in Marketing,
2(2), 137-142.
Kubacki, K., Rundle-Thiele, S., Lahtinen, V., & Parkinson, J. (2015). A systematic review
assessing the extent of social marketing principle use in interventions targeting children (2000-
2014).
Young Consumers,
16(2), 141-158.
Laczniak, G. R., & Murphy, P. E. (2012). Stakeholder theory and marketing: Moving from a firm-
centric to a societal perspective.
Journal of Public Policy & Marketing,
31(2), 284-292.
Russell-Bennett, R., Wood, M., & Previte, J. (2013). Fresh ideas: services thinking for social
marketing.
Journal of Social Marketing,
3(3), 223-238.
Smith, A. C. (2012).
Introduction to sport marketing. Routledge.