Positioning | Guest Experience
Banyan Tree AlUla
Setting the stage for Banyan Tree’s first property in Saudi Arabia, we crafted a positioning that seamlessly intertwined the brand’s signature philosophy with the untouched beauty of AlUla’s rock desert. This endeavor centered on embedding the Banyan Tree ethos — “a sanctuary for the senses” — into the heart of an unparalleled natural site, creating a destination suspended in time and space.
“An enchanted sanctuary suspended in time and space.”
This was our unifying idea. The moment visitors enter the valley, they are enveloped by the surrounding stillness and the sheer force of nature, creating a profound sense of timelessness and awakening all the senses.
Our Approach
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We began by exploring AlUla’s historical and natural landmarks, drawing inspiration from its timeless landscapes and unique heritage, which spans millennia. These visits attuned us to the valley’s incomparable stillness, an integral element of the experience.
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We analyzed global luxury resort trends and regional market insights to craft a compelling narrative that would resonate with discerning local, regional, and international travelers.
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A two-day workshop brought together cultural insiders, the operational team, and Banyan Tree’s brand and regional experts. This collaborative effort ensured that the experiences remained true to Banyan Tree’s DNA while reflecting the unique spirit of AlUla.
Deliverables and Impact
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The final deliverable was an illustrated and actionable positioning deck. It featured elaborate storytelling elements, designed to inform and animate the hotel’s communication channels leading up to the grand opening.
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We developed a set of unique, meticulously scripted experiences across three dimensions:
In-Villa: Private rituals enhancing relaxation and rejuvenation.
In-Valley: Guided explorations that connect guests to AlUla’s profound natural energy.
In-Voyage: Immersive journeys that extend the sanctuary’s ethos beyond the property’s bounds.