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Banyan Tree Wellness Journey | GreatCase100

The Banyan Tree Wellness Journey, launched by Banyan Tree Resort in China, offers a personalized and unique experience to promote wellness and a healthy lifestyle. The program incorporates local culture and characteristics, targeting specific market segments. Guests are provided with the Banyan Tree Wellness Passport, featuring various wellness activities, with rewards upon completion. The program has boosted revenue from wellness packages, elevated the hotel's average room rate through wellness room offerings, and created awareness about wellness practices. Challenges include engaging a wider range of guests in the program and ensuring the safety and satisfaction of diverse preferences. Banyan Tree must continue to innovate and introduce new wellness experiences to maintain its competitive edge.

Details

Author:

Affiliation:

Hong Kong Polytechnic University

Year:

2023

Language:

Chinese

Publisher:

Hong Kong Polytechnic University

Timing:

0:01:57

Keywords

Remarks

- The accompanying PDF file includes background information, marketing strategy, outcomes and implications of the case study.
- The video also hosted in Youku https://v.youku.com/v_show/id_XNTk5ODQ1NDc2MA==.html
- This video is made by Dr. Pearl Lin's project, "Great Case of Marketing in the Hospitality and Tourism Industry." A special thanks to 罗翎佳羽, who provided information and insights for this video.