Their extensive travel experience is evident in their nonconforming beliefs that resorts should provide more than just accommodation. Ho and Chiang hit upon the idea of building a resort comprising individual villas, with locally-inspired architectural design, positioned as a romantic and intimate escapade for guests. Banyan Tree moved its positioning into the higher end of the luxury market, and by 2015, its rack rates for its basic category were typically between US$600 and US$1,200 for the resort in Phuket, and between €900 and €3,500 for the resort in the Seychelles.