To materialize its core Brand Values as described in the case, Banyan Tree does not only require active engagement from its employees but also from its hotel guests' side. From your analysis, which market segment is considered to be the most appropriate that Banyan Tree needs to recruit so that the hotel guests can actively participate in the service offerings of Banyan Tree? $(4m)$

Provide one best example of strategy from the case indicating that Banyan Tree is essentially offering an "Experience" and not merely "Services" to its hotel guests. $(4m)$

With reference to the AIDA Model, provide one best example from the case how Banyan Tree develops the "Desire" in its marketing strategy. $(4m)$