Banyan Tree Phuket Subdivides Resort Marketing

Leading island upscale Banyan Tree Phuket is embarking on a subdivision for its marketing of the resort.
After morphing from a smaller boutique property, a continued expansion program has seen it now bulging with 173 units.
A new divide and conquer strategy will see products divided into the Double Pool Vilas, Spa Pool Villas and the more vanilla Banyan Tree resort.
Facilities and outlets will be common to all three components.
Over the years the sheer size of the property and focus on expansion versus upgrading has seen trading results drop from the luxury to the upscale tier.
With its intended diversification the question remains whether the resort can effectively compartmentalize its various products under one umbrella?