INTERVIEW
RAVI CHANDRAN
BRANCHING OUT
Chandran acknowledges the group’s pres- ence is focused towards the Asia-Pacifi c region: “Europe and the Americas are new markets for us, which we haven’t fully con- centrated on. Progress is being made as we successfully seek out locations that suit our brand profi le.” As evidence of this strategy, Banyan Tree opened a sizeable facility within Termas Estoril in Portugal last year, while in Mexico the group unveiled Banyan Tree Cabo Marqués. In the next two years, Banyan Tree Kerala
will be the fi rst resort of its kind in India in 2012 (there is an Angsana operating in Ban- galore) while Banyan Tree Tamouda Bay will signal the brand’s entry into Morocco in 2013 (Angsana Riads Collection is present in Mar- rakech). Banyan Tree Costa Navarino will
BANYAN TREE HOLDINGS BY NUMBERS Spa brands: Banyan Tree, Angsana,
Elements Spa by Banyan Tree Spa outlets worldwide: 65 in almost
30 countries, of which 50 per cent are managed directly and 50 per cent leased Spa outlets by 2013: Over 100 –
of the 40 new planned openings, 75 per cent will be managed directly and 25 per cent leased Spa academies: three, including Banyan Tree Spa Academy in Phuket,
T ailand (2001), Bintan, Indonesia (2003) and Lijiang, China (2007) Total spa revenue for 2009:
sg$27m (us$21.4m, €15.1m, £13.3m) Overall group revenue for 2010:
sg$305.3m (us$247.3m, €170.6m, £150.1m), down 3 per cent on 2009; EBITDA: sg$101.4m (us$80.5m,
€56.7m, £49.9m), up 46 per cent; PATMI: sg$15.7m (us$12.5m, €8.8m, £7.7m), up 422 per cent
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mark a debut in Greece in 2013 (see sb10/1 p32) and the group is also slated to open Angsana Santorini in the same year. Mean- while the Middle East is also a focus, with spa outlets planned for Abu Dhabi and Kuwait. “We’re well known across Asia and in the
UK, Russia and Germany because we have guests from these countries in our Asian resorts,” says Chandran. “But in some of the new markets in which we are actively seek- ing opportunities, such as Brazil, Croatia and Greece, the challenge is going to be building up awareness through marketing.”
PIONEERING ACADEMIES
Another potential hurdle will be to ensure that therapists in new markets are trained to the high standards Banyan Tree is reputed for. The first Banyan Tree Spa Academy,
The group is exploring new markets such as Europe and the Americas – Banyan Tree Cabo Marqués in Mexico (above) launched in 2010
the brainchild of KwonPing, was founded in Phuket in 2001. Since then, two more educational academies have been set up in Indonesia and China, with a fourth being considered for Bali. “Our chairman had the foresight to realise that our success would come down to the consistency of train- ing and service provided by our therapists worldwide,” says Chandran. “T ere are other spas with great treatments but it’s the way in which our service is maintained throughout the whole experience that really makes the diff erence. In fact, our service approach has been described as cookie cutter – a bit of a backhanded compliment!” All new therapists undergo over 350 hours
of rigorous theoretical and practical training that ranges from human anatomy and the skin epidermis; and from massage techniques and properties of herbs and spices, to setting up treatments rooms and greeting procedures. Aſt er tests and certifi cation by one of over 20 head trainers, the therapist begins work and can then move on to intermediate, advance or specialisation level, with each of these requir- ing a further 300 hours of training. T erapists who come on board join the payroll with all training costs covered by
SPA BUSINESS 2 2011 ©Cybertrek 2011
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