Marketing Report: New Service Development for Banyan Tree Luxury Hotel

This report provides a marketing analysis of Banyan Tree Luxury Boutique Hotel, specifically focusing on the development of a new service catering to the older generation or baby boomers. The analysis begins with an introduction to marketing principles and the hotel's background, including its founding and approach to customer service. The new service concept involves creating a unique experience for older guests with accessible rooms, relaxation facilities, and tailored amenities. The report highlights the importance of this service in terms of revenue generation and maintaining positive customer relations. It further differentiates this service from existing offerings by emphasizing its unique branding, facilities, and ability to create special moments. The development of the service, including government initiatives, service lifecycle stages, and additional facilities such as complimentary transfers and dining, are also discussed. The report concludes with the benefits of the new service and the qualities needed for effective management.

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).