Talking walk with David Spooner - Banyan Tree Hôtels & Resorts

Question BH: You have joint Banyan Tree Hotels & Resorts since septembre 2012. What are the values that differenciate the group?

David Spooner: Banyan Tree Hotels and Resorts offer an intimate retreat experience featuring its signature blend of romance, rejuvenation and exotic sensuality. From a single boutique resort in Phuket that launched in 1994, Banyan Tree has grown into a multi-business operator globally, with 30 hotels and resorts, 64 spas, 78 galleries and three golf courses in 28 countries, which, by 2014, is projected to grow to 40 hotels and resorts, 87 spas, and 112 galleries in 33 countries. Its innovative business model is based on three core business segments generating multiple income streams that are unique in themselves within the hospitality industry. Its philosophy is based on providing a place for rejuvenation of the body, mind and soul - a Sanctuary for the Senses. Placing special emphasis on providing guests with a sense of place, each Banyan Tree property is designed to fit into its natural surroundings, using indigenous materials as far as possible and reflecting the landscape and architecture of the destination. The brand takes its name from the tropical banyan tree, known for its strong and graceful image. For centuries, the banyan tree has been a symbol of sanctuary under which one finds peace of mind and internal harmony - the same elements upon which Banyan Tree Hotels and Resorts has flourished.

Question BH: In terms of luxury, the brand values that provide the brand identity and recognition are mainly immaterial. Could you quote and explain the «material» and «immaterial» values of Banyan Tree Resorts.

David Spooner: Exquisitely designed suites and villas, seamless and discreet service, food that creates an exclamation of joy and beds that guests can sink into and never want to leave are just four luxury ‘material’ values that are to be expected in any five star hotel group; Banyan Tree aims to deliver consistently on each and every one. However, it’s the ‘immaterial’ elements–ambience, smell, sounds and experiences - that are vital to creating a holiday that exceeds all expectations and is essentially the epitome of luxury travel. Banyan Tree offers a true sense of place in the many resorts we operate around the globe. From Bangkok to Bali, Marrakesh to Mexico, our properties reference regional cultures through the use of local materials in architecture and design, the employment of local staff from nearby communities and various consumer touch points in our exciting restaurant and bar concepts and destination spas. We offer guests an opportunity to enrich their understanding of different communities and environments, providing a richer experience than the one simply afforded by a luxurious hotel suite. It is these ‘immaterial’ qualities that ultimately make for a truly memorable experience.

Question BH: The perception of immaterial values differs from one culture to another. How does Banyan Tree handle the different expectations and demands of their international clients ?

David Spooner: With strengthening economies, the BRIC nations are now travelling more than ever before. We are seeing an evolution in the tourism industry and hotel companies need versatility to respond. We offer a customized approach to each guest stay and aim to meet the needs and preferences of people from all parts of the globe. For example, we offer Chinese-speaking hosts who can speak a variety of dialects at our Maldivian resorts in order to overcome the language barrier for our Chinese guests. Certain cultures place a higher premium on a particular part of the guest experience than others, and we aim to tailor our offerings to meet these preferences. We are responding to the changing needs of international travel by expanding in China, the Middle East, Vietnam and India and we are building more city hotels (true urban resorts) for business and leisure travellers and exotic resorts in remote locations for adventurous holidaymakers. We want to provide fresh and exciting hotel experiences to all our international guests and keep them coming back to enjoy more.

Question BH: Luxury is about story telling. Could you tell us your favourite Banyan Tree experience?

David Spooner: For me, a perfect reflection of the Banyan Tree experience can be found in the story of my first visit to Banyan Tree Phuket, our flagship resort, which epitomises the very essence of our brand identity. I was lucky enough to check in to one of our Double Pool Villas – a private pool villa that offers a generously-sized pool at the front of the villa but also a wading pool around a floating pavilion bedroom with floor to ceiling windows. This innovation and creativity in design was awe-inspiring. But it was far more than just this hardware expertise that amazed me, it was the other little touches. From my private butler who left me with my own personal phone to call whenever I needed him to the local coffee man who visited to serve little cups of Thai coffee from special traditional coffee pots, and the visit from the chef to discuss our culinary preferences before creating a personalised private BBQ on an exquisitely romantic table overlooking the lagoon, I was truly impressed. The evening experience ended with a Thai lantern ceremony where we lit paper lanterns, made wishes and let them float up into the sky as they merged with the twinkling stars beyond. Each of these “surprises” were presented throughout the day and it wasn’t until the end of the day that I realised quite how special it had been and how personal and exhilarating the experience was. This is what Banyan Tree sets to achieve for every guest in every villa.