Banyan Tree will be launching its first hotel in Malaysia – Banyan Tree Kuala Lumpur – in June 2018, positioning itself as an exclusive urban resort in the heart of the city centre as it only has 55 sets of keys.
This will be followed by The Pavilion managed by Banyan Tree later this year, as well as an Angsana resort in Penang in 2019. The move is part of the group’s strategy to continue opening resorts and city hotels in destinations worldwide.
In a statement to A+M, Banyan Tree’s spokesperson said the group will be working with GO Communications in Malaysia for the launch of Banyan Tree Kuala Lumpur. It will also be working with W Communications in Singapore, Great Xpectations in China and Mohamed Al Geziry Consultancy in United Arab Emirates during and after the launch on retainer. Shereen Chow, director of sales and marketing, will be leading the marketing team at Banyan Tree Kuala Lumpur.
To raise brand awareness of the new hotel, Banyan Tree Kuala Lumpur will launch branded video assets and use native advertising to drive relevant users to read owned and earned pieces of content, as well as work with luxury or travel-related print and digital titles. It will also strive for guaranteed baseline conversions through B2B marketing and by collaborating with travel agencies.
Banyan Tree also intends to leverage multiple data points and targeting strategies through programmatic display, to allow it to more accurately identify and serve out its display creatives to the right audience in the right context. Search engine marketing will also be used, bidding on high intent property-related keywords.
It also plans to roll out a social media contest each quarter, and use retargeting tactics on Facebook and Instagram to increase awareness and drive sales, as well as collaborated with top-tier media and key opinion leaders in Malaysia, Singapore, Hong Kong China and the Middle East.