Banyan Tree Spreading Roots In India

Anindita Chattopadhyay - New Delhi

The concept of vacationing in a retreat or spa is fast catching up with travel-savvy Indians, can be gauged from the fact that Banyan Tree, the up-market luxury spa resorts, have appointed a representative for the India source market. Stic Travels group, representing Banyan Tree and its sister brand Angsana Resorts and Spa, is receiving encouraging responses within barely eight months of launching the product. "It is a very niche product. Hence, the price factor does not make it affordable for all. Still, we are getting good responses. In fact, at times we cannot entertain queries because the resorts are full," says Richa Goyal, India representative, Banyan Tree.

Globally, spas are a US$ 14 billion market, though in India it is still a toddler. Nevertheless, Banyan Tree intends to catch this market young and watch it grow. With resorts located in Maldives, Phuket, Seychelles, Bangkok and Bintan (Indonesia), the group is the recipient of 40 international awards. "It's not just a five-star resort experience, but much more than that. The philosophy of Banyan Tree is based on providing an exotic experience for rejuvenation of the body, mind and soul in the privacy of one's own villa. Emphasis is on premium customisation and offering a private villa experience. We are targeting high-end corporate professionals, celebrities, top-end businessmen and politicians," noted Goyal.

The product is already known in the India market as Banyan Tree has entered into a management agreement with the Oberoi group for spas in their selected few properties. Still, the market response, according to Goyal, was quite lukewarm initially - for one, it was perceived as a highly expensive product and secondly, the product was not properly packaged. "Initially, we started out by putting certain packages together. However, soon we realised that we need to get feedback from agents about what they want rather than we giving them what we want. We sat with agents, got their feedback and restructured the package. Christmas and New Year is the peak season for Banyan Tree when the prices are high. So, we are now encouraging travelling in summer and offering packages priced at US$ 300-350 inclusive of accommodation, all meals and massage treatment," adds Goyal.

Subhash Goyal, chairman and Gursharan Goyal, MD, Stic Travel Group cutting the anniversary cake. Rajiv Pratap Rudy, minister for civil aviation, government of India looks on