Serendib Hotels brings first global brand in post-war Sri Lanka

Serendib Hotels Plc (SHP) last week brought to reality post-war Sri Lanka’s first entry by a global leisure brand Avani, in partnership with internationally-renowned Minor Group.

Avani Hotels and Resorts is the latest brand of luxury hotels of Thailand-based Minor Hotels Group and will operate in Asia, Oceania, the Middle East and Africa.  Minor’s other brands include the world-famous Marriott, Four Seasons, St. Regis and Anantara.

According to Minor, the word Avani stems from the Sanskrit word for ‘earth,’ and symbolises simplicity and a ‘grounded personality.’

The first property to be branded Avani is Geoffrey Bawa-designed Serendib Hotels in Bentota, which has been modernised with an investment of Rs. 650 million. The soft opening of Avani was held on Saturday, whilst it will become operative from 1 December.

The second Avani resort will be the current Kani Lanka Hotel (formerly Sinbad) in Kalutara after an upgrade in 2012. Minor, which has a 20% stake in Serendib Hotels, will also launch the Anantara brand by building a new resort in Kalutara with an investment of Rs. 2 billion.

“We are delighted to bring the first global brand to post-war Sri Lanka, whilst it also marks the global launch of the Avani brand,” Serendib Hotels Chairman and its major shareholder Hemas Holdings Director Abbas Esufally told journalists on Friday.

“The opening of Avani Bentota Resort and Spa is a defining step for Serendib Leisure. It demonstrates our capability to partner with a reputed hotel group of the calibre of Minor International and to deliver the superior hospitality experience guests seek globally,” Esufally added.

He said that the launch would give a boost to the tourism industry, which has bounced back following the end of the war in May 2009, with tourist arrivals in 2011 set to be a record 800,000 and aiming at US$ 1 billion earnings next year.

Hemas has also identified the leisure sector for significant new investments, with several new properties planned in addition to upgrading the existing portfolio. Last year it invested over Rs. 500 million to upgrade Club Hotel Dolphin in Waikkal whilst the Group also has Hotel Sigiriya.

As Serendib’s and Hemas’ flagship hotel, Avani Bentotat Resort and Spa will be priced at between $ 150 and 200 per night depending on the season.

Minor’s newly-appointed CEO, the Sri Lankan born Dillip Rajakarier, said that as a Sri Lankan he was proud to see the country being picked for the global launch of Avani. “It also reaffirms Minor’s growing commitment in Sri Lanka,” he added.

Minor first took an equity stake in Serendib in 2006 and identified Hemas Holdings as a strong partner.

“The Asian region is the biggest growth area for global tourism, whilst Sri Lanka has bounced back too, making it an exciting place for Avani’s global launch,” Rajakarier said, adding that global marketing of the Avani brand within Minor’s international network would help in promoting destination Sri Lanka as well.

“Avani will certainly get exposure among high-end clientele of Minor Group and going forward Sri Lanka needs to target more of this segment,” Rajakarier added.

Avani is also an integral part of Minor’s global expansion of its footprint. Avani was created to complement Minor’s  five-star Anantara brand, which currently offers enriching destination experiences in 17 locations, with a pipeline of 50 properties by 2015.

Overall by 2015 Minor also plans to have over 125 hotels from the current 76. It has leisure and restaurant brands in Thailand, the Maldives, Sri Lanka, Vietnam, Tanzania, Kenya, UAE, Australia, New Zealand and Indonesia.

Rajakarier said that Avani claimed that the new branding draws upon Minor’s Asian heritage and understanding of the local hospitality market.