Asian-based Minor Hotel Group (MHG) has unveiled a new luxury brand – complete with a signature in-house spa concept – for markets in Asia, Australia and the Middle East.

Avani Hotels & Resorts will be upscale and contemporary with a “simple sense of style”. Minor will offer the brand to third-party hotel operators, as well as looking for opportunities to own and operate sites itself.

The inaugural Avani has just opened in the south of Sri Lanka. The 75-bedroom Avani Bentota Resort and Spa – formerly known as Hotel Serendib Bentota – is owned by local hotel firm Serendib Leisure.

The resort has benefited from an extensive lkr650m (US$5.7m, €4.4m, £3.6m) refurbishment as part of a rebrand which has involved creating a more "modern and chic" ambiance.

Facilities include an Avani-branded spa with four treatment rooms – one of which is a double – and a sauna. Products are supplied by Sri Lanka-based brand, Spa Ceylon.

MHG CEO Dillip Rajakarier said: “With Sri Lanka poised for a boom in tourism, this well-appointed property will offer the experience that discerning travellers are seeking.”

It is the first of two properties announced by MHG under the new Avani brand, with the second due to open in Sri Lanka in 2012. ‘Avani’ comes from the Sanskrit word for ‘earth’.