Banyan Tree Group will now operate a wider Banyan Group umbrella, designed to reflect its evolution into a multi-brand hospitality company.
Continuing the evolution that has seen it double its brand portfolio since 2019, the group is honouring its diverse three-decade history in hotel, spa, residence, food and retail experiences.
Eddy See, the president and CEO of the now-named Banyan Group, said the rebrand "reflects our portfolio transformation from a single luxury brand to the diverse offering" currently on offer, and promised that the group, in its latest iteration, keeps "a key eye on expansion."
That "keen eye" is very much realising its vision in 2024: 19 new properties are penned for opening this year, with 10 in China supplementing growth along with two Thai, South Korean and Vietnamese properties, and openings in Japan, Mexico and Cambodia.
