Banyan Group’s bold new chapter: Expanding Branded Residences with a vision for the future
As Banyan Group (formerly Banyan Tree Group) marks its 30th anniversary, it’s not just celebrating a milestone—it’s redefining the landscape of luxury hospitality and branded living. With a rebranded identity and a pipeline of 19 new properties launching in 2024, Banyan Group is cementing its role as a global leader in experiential living, blending hotel-grade service with residential ownership.
From Cambodia and China to Japan, South Korea, Vietnam, and Mexico, this expansion taps into the explosive demand for branded residences, where discerning buyers seek more than just a home—they want a lifestyle.
Breaking records, redefining luxury
In 2023, Banyan Group shattered records, reaching 90% of its full-year residence sales target in just nine months—a historic high. The company’s evolution reflects a broader shift in high-end living, as buyers move beyond traditional luxury toward immersive, service-driven experiences.
For CEO Eddy See, this transformation signals the future of hospitality:
“This brand evolution reflects our portfolio’s transformation from a single luxury brand to a diverse collection of experiences. Almost half of the countries we operate in now have multi-branded presences, most of them in high-growth travel destinations.”
At the core of this shift is a commitment to branded residences, a sector where Banyan Group is already a dominant force with 14 developments across 22 countries—and more on the way.
Branded Residences: the future of high-end living
For Michael Ayling, Group Chief Strategic & Development Officer of Brand Atlas, the rise of branded residences isn’t just a trend—it’s a revolution:
“The demand for branded residences is extraordinary. Our clients aren’t just buying homes—they’re investing in a curated lifestyle of wellness, convenience, and prestige. Banyan Group is at the forefront of this shift, shaping the future of luxury living across the world’s most sought-after destinations.”
With a seamless fusion of five-star hospitality and private homeownership, Banyan Group’s developments cater to a new generation of high-net-worth individuals who expect personalized service, exclusive experiences, and a deeper connection to their surroundings.
Luxury with a conscience: Sustainability takes center stage
Looking ahead, Banyan Group’s expansion isn’t just about scale—it’s about sustainability. Aligning with the United Nations' Climate Science-based Targets, the company is integrating eco-conscious design into its residential developments, including the ambitious Laguna Lakelands project in Phuket—a 110-hectare nature-driven community designed for the next generation of luxury buyers.
A new era of branded living
As Banyan Group enters its fourth decade, its vision for luxury extends far beyond hotels—it’s about creating living experiences that blend service, sustainability, and status in ways never seen before. The future of hospitality is not just where you stay—but where you live.
With a world-class pipeline, a focus on eco-luxury, and an unwavering commitment to experiential living, Banyan Group is setting a new benchmark for branded residences worldwide.
Brand Atlas is the world’s leading branded residences platform and brand consultancy.
Offering the definitive collection of the finest luxury branded residences in the most coveted locations, we give buyers and brands a unique opportunity to connect in this highly desirable and fast-growing market.
We work exclusively with leading brands, recognising the loyal relationship they share with their international audiences - and the exciting extension of luxury lifestyles through exceptional properties.
Providing an unparalleled and unbiased global overview, we enable buyers to see where their favourite brands are developing residences and to enjoy exploring and experiencing these exceptional properties.
Brand Atlas showcases the world’s finest branded residences on one digital platform, allowing global UHNW buyers access to a definitive collection of properties through a prestige network and top-tier technology.
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