Asian hotel operator Minor has launched a new luxury brand to be rolled out across Asia, Australia, the Middle East, and Africa.

Avani Hotels & Resorts launched last week and is intended to draw heavily on the Minor’s Asian roots, offering a ‘grounded personality’ and ‘a simple sense of style’ — Avani stems from the Sanskrit word for “earth.”

The first outpost for the new brand will open by the end of the year in Sri Lanka as the Avani Bentota Resort & Spa, a beachfront resort in the south of the country.

A second Sri Lankan property will follow next year at the tip of the Kalu Ganga river mouth in Kalutara before additional properties open their doors further afield.

Although Minor isn’t a household name, plenty of its hotels are — the group is responsible for several notable hotels under competing top-end brands.

That includes the St Regis Bangkok, Four Seasons Hotel Bangkok and Four Seasons Resort Koh Samui and the JW Marriott Phuket Resort and Spa.

It also operates its own brand, Anantara, which runs high-end luxury properties throughout South East Asia.

Now Avani will add another Minor-controlled choice for guests in Asia, alongside a host of alternatives such as newcomer Vivanta by Taj, which launched its largest property yet in Bengaluru, India last week.

Source: AFPrelaxnews