Banyan Tree Unveils New Brand For Middle-Class Travellers

Phuket and Bangkok will be the two first ASEAN locations for Banyan Tree newest brand, Dhawa. The new brand targets “design-savvy travellers” and is due to make its debut in China by March next year on Hainan Island.

“Sleep, work, relax or eat – all from the comfort of your bed” is the catchy slogan of the brand to present itself. IT will be the main drive for the brand as guests will be able to use Dhawa e-concierge to order in anything from noodles to pillows or a city guide. A sliding desk on the bed will allow guests to use tablets conveniently while watching TV. As to the latter, though small, the shower room can change colours while allowing guests to sync their own songs.

Every floor of Dhawa property will offer a common beverage and snack bar, where guests can pick whatever they like to fill their refrigerators, free of charge.

“The demographics are changing and we are taking advantage of the change. The most exciting thing in the global tourism industry is the rise of the emerging middle class. For these people, we have designed the Dhawa product,” said Ho Kwon Ping, founder and executive chairman of Banyan Tree at a recent press conference.