Banyan Group, the Singapore-based hospitality operator behind brands including Banyan Tree, Angsana, Garrya, and Dhawa, has introduced a new destination marketing initiative titled Vietnam For Every Season. Announced on 3 July 2026, the campaign is designed to position Vietnam as a year-round travel market, leveraging the country's distinct seasonal shifts across four geographically diverse locations.
Four Destinations, Four Seasons
The programme is structured around a quarterly rotation. From July to September, the focus is on Lang Co in central Vietnam, where the seasonal lotus bloom serves as a natural draw. Guests at Angsana Lang Co and Banyan Tree Lang Co can access wellness programming set against the region's coastline. The lotus, a symbol of purity and resilience, is central to the experience.
From October to December, the campaign moves to Mu Cang Chai in the northern highlands. Here, the rice terraces turn golden during the harvest season, offering a visual spectacle. Travelers can engage with the H'Mong community and explore local cultural traditions. Garrya Mu Cang Chai serves as the primary accommodation, providing a gateway to the region's ethnic heritage.
From January to March, the itinerary shifts south to Ho Tram, a coastal area two hours from Ho Chi Minh City. Warm weather and beach activities are the main draws, with Angsana Ho Tram and Dhawa Ho Tram offering accommodations. The final quarter, April to June, highlights Quan Lan island in Quang Ninh province, where Angsana Quan Lan provides access to pristine beaches and clear waters.
Strategic Expansion in Vietnam
Franck Rodriguez, Country General Manager Vietnam for Banyan Group, stated: "Vietnam is a land of wonders; it transforms with every season, each one inviting our guests to discover something new." The campaign reflects the group's growing footprint in Vietnam, which includes plans to open Garrya Danang in the near future. Globally, Banyan Group operates 100 hotels and resorts across more than 20 destinations, with its withBanyan loyalty programme offering exclusive benefits to repeat guests.
The initiative aligns with broader trends in destination marketing, where hotel groups increasingly curate seasonal itineraries to drive occupancy during shoulder periods. For travel agents and tour operators, the campaign provides a structured framework for selling Vietnam across multiple seasons, reducing reliance on peak travel windows.
Industry observers note that Banyan Group's approach mirrors similar efforts by other hospitality players to diversify destination appeal. For context, Sun Group recently launched Vietnam's first cross-sector loyalty programme on the Amadeus platform, indicating growing investment in integrated travel experiences within the country.
Implications for Travel Professionals
For airline executives and tour operators, the campaign underscores the potential for year-round routing to secondary Vietnamese destinations. Lang Co is served by Da Nang International Airport, while Mu Cang Chai requires overland connections from Hanoi or Noi Bai. Ho Tram is accessible via Ho Chi Minh City's Tan Son Nhat, and Quan Lan island can be reached by ferry from Ha Long or Van Don. Cruise lines may also find opportunities, as Quan Lan's proximity to Ha Long Bay aligns with itineraries in the Gulf of Tonkin.
Hoteliers and travel-tech vendors should note the emphasis on seasonal programming as a revenue management tool. By marketing distinct experiences per quarter, Banyan Group aims to smooth demand across the year, a strategy that could be replicated by other operators in Southeast Asia. The campaign also highlights the importance of local cultural engagement, a factor increasingly valued by luxury and experiential travel segments.
Banyan Group's expansion in Vietnam is part of a broader regional push. The company recently opened its first European resort on a restored fortress island in Montenegro, signaling its ambition to diversify geographically. For travel agents, the Vietnam For Every Season campaign offers a ready-made product to present to clients seeking curated, season-specific itineraries.
