Asia-based operator Minor Hotel Group (MHG) has launched a luxury brand - with a branded in-house spa concept - that will rollout out across Asia, Australia and the Middle East.

Avani Hotels & Resorts will be upscale and contemporary with a "simple sense of style". A MHG spokesperson confirmed that the launch also includes an Avani-branded spa concept.

'Avani' stems from the Sanskrit word for 'earth' and will be marketed as a lifestyle brand.

The first site, Avani Bentota Resort & Spa, will open on the south Sri-Lankan shores in November. The second property is also planned in Sri Lanka for 2012.

The brainchild of Bill Heinecke, CEO and chair of Minor International and Dillip Rajakarier, CEO of Minor Hotel Group, Avani draws upon Minor's familiarity and expertise of its Asian roots.

Following the brand's initial two openings which cement Minor's presence in Sri Lanka, Avani will then capitalise on Minor's experience further afield by opening additional properties in Asia, Australia, the Indian Ocean, Middle East and Africa.

The launch of the Avani brand complements Minor Hotels Group's existing 5-star Anantara brand by creating a portfolio of diverse hotel experiences.