Banyan Tree Busan
theGray’s first advisory project · Advisory work completed
Why would guests choose this resort?
A neighboring resort had already brought new visitors to the area, and further development was planned. We began by asking who this project should serve and what would make it stand out.
Drawing on hands-on experience in luxury hotels and resorts, theGray helped redefine the project’s market position and led the process of bringing Banyan Tree to the site. Our work covered brand selection, discussions and contract coordination, followed by coordination between the owner and operator during design.
- 01
Finding a clear direction
We considered the appeal that Ananti Cove had brought to the destination, along with the competition that further development would bring. We proposed a distinct place for the project in the luxury market and discussed suitable international brands with the owner.
- 02
From brand choice to agreement
Our understanding of both brands helped us assess how their guest experience and operations would fit the project. We built the case for Banyan Tree and played a key role in brand discussions and the contract process.
- 03
Connecting brand standards with local needs
After the brand agreement, we continued to take part in key meetings on the owner’s behalf. We recommended international interior designers and worked with the appointed design team and brand executives on standards and design guidelines.
We helped the operator understand the owner’s needs and the Korean context, while helping the design team apply the brand’s standards. The aim was to keep Banyan Tree’s character clear while making the experience work for guests in Korea.
Our Role
- Market positioning
- Brand strategy and selection
- Brand discussions and contract coordination
- Interior designer recommendations
- Coordination between the owner, operator and design team
- Brand standards and local requirements
- Food and beverage concept advice
Which brand would suit your project?
We start with your site, the competition, your guests and your goals.
Let’s talk about your project
