In the past, banyan trees were symbolic of nature’s way of providing a comfortable resting place for travellers. With this idea in mind, Ho Kwon Ping and his wife Claire Chiang have established a luxurious group of hotels and resorts known for its unique locations and exclusive experiences (Brand Story, 2017). They have found their beginning on a polluted coastal land in Phuket, Thailand. Dedicated to return its previous glory, it took them nearly ten years to plant 7000 trees and build their first environmentally friendly resort in 1994, Banyan Tree Resort (Brand Story, 2017). From then, they have established a brand with the same values at the core of their company ethos. Ho, a business man at heart, understood clearly that cost competition is no longer a sustainable option in the modern society. Instead, he strives to develop his organisation to be unique of its kind cultivating the idea of luxe and exclusivity by strategically managing its branding, corporate social responsibility and marketing to shape his business.