Avani Bentota: A blissful experience

By Cheranka Mendis

Tucked away on the southern coastal belt, Avani Bentota Resort and Spa is the perfect epicentre for rest and relaxation.

From the moment you walk in, a sense of peace settles in, heightened by the bright white walls, the simple sketches that hang almost rhythmically from the walls and the calming blues of the water you see running parallel to the sea.

Sprawled across a beautiful beach front property, the Resort is the epitome of modern and old age charm. Originally designed by celebrated architect Geoffrey Bawa, the building reflects Dutch-colonial charm retained after a Rs. 650 million refurbishment last year.

Early success

Formerly known as Hotel Serendib, the Resort is the world’s first ever Avani property launched by Thailand based Minor International of famed ‘Anantara’ brand and Serendib Leisure, a subsidiary of Hemas Group. Opened to guests from 1 December last year, the Resort last week welcomed its 1000th guest, just two and a half months since its launch.

Adding to its achievements, the resort was the first to be mentioned in the January 2012 issue of prestigious ‘Travel and Leisure’ magazine’s hottest travel destinations of 2012 under Sri Lanka.

General Manager of the four star deluxe brand, Steven Phillips speaking to the Daily FT acknowledged that even though the start was fairly slow, the resort is currently enjoying a 90% occupancy rate. Expecting a minor dip in occupancy somewhere mid this year, Phillips is confident that the rate will regain its high position in no time.

From Serendib to Avani

Speaking of the refurbishment and re-launch, Phillips commented that the old three star brand was successful at the time of change. He stated that Minor Group from Thailand has been interested in Sri Lanka and has been keeping an eye out for a good investment opportunity since 2005. Phillips said, “Due to what was going on in the country, they decided to hold off until time was right. And with the partnership with Serendib Leisure, the coast was deemed clear for progress.”

The resort was closed for six months for renovation. The dream, he said was to upgrade the property keeping the feeling of Geoffrey Bawa. This was an important factor for both Hemas Group as well as the guests who have been coming there from before. “No one wanted to see too drastic a change and we are happy of the final outcome we see today.”

Running on international standards, the resort compiles of two suites, 13 deluxe rooms and 60 superior rooms, two restaurants – Frangipani and Breeze, wine lounge, a conference room, a spa and a gymnasium.

‘Avani’ he said, stems from the Sanskrit word for ‘earth;’ a meaning which perfectly mirrors the hotel’s refreshingly understated personality. The design of the buildings follows an ‘open space’ concept with the lobby area opening up to the pools and the lush greenery of the mini coconut plantation. The downstairs rooms opens up to the pool. Both restaurants have an open view of the property. The use of air conditioning and fans are at a minimum. “This gives a fresh feeling which helps keep things flowing around here.”

The resort walls are decorated with black and white sketches of animals, birds and plants framed by thick black frames which have been a signature mark from Serendib times. “Even the rusty lady at front, which we call ‘the queen’ was found in a little back office somewhere and we put it back together and placed it at the entrance.” While it was about redeveloping what was already in place, a few changes were done by transforming the old spa area in to a suite, adding a conference room which can accommodate 80 persons and a management block.

Things to do

The resort also encourages various activities for their guests. Having the sea at its backdoor, the hotel offers water sports such as waterskiing, water boarding and windsurfing. To witness the exotic beauties that lie at the bottom of the sea, scuba diving and snorkelling is also offered. Taking advantage of the seafront location tourists can set sail to nearby attractions such as the turtle hatchery and local mangroves.

Local favourite tabletop game Carom, the abstract strategy board game chess, table tennis and beach volleyball is all part of the Resort’s activities.

Giving a total local experience, guests are encouraged to wake up early and join today tapping from the coconut trees in the plantation.

The Resort also hosts various cultural shows ands performances as well as different musical experiences spanning soulful sax to jazzy guitar, enchanting flutes and traditional local melodies each evening.

There is also an option of specialty dining on the beach.

Investing in the future

While the investment on renovation remained at Rs. 650 million, more has been spent since then for ‘this and that.’ “We have a few more things to do,” Phillips said, among which is a kid’s club area soon to be erected in the property and a few additions in the spa area.

With all hotels under Serendib running full, the Group is now ready to open up more properties and developing the current. Phillips noted that Avani Kalutara, will be closed down for three months in May for a quick refurbishment. Phillips noted that the expectation is to open the hotel for guests by end August or beginning of September.

The Group is also planning to build a five star deluxe Anantara hotel in an adjoining piece of land this year. The property for the new hotel will also feature Geoffrey Bawa’s work as it holds an incomplete building started by Bawa. The hotel will have 125 rooms in total. “A lot of money will go into these projects. Unfortunately I am unable to reveal the exact numbers.”

Changing trends

Even though the resort’s biggest market is the domestic market, an attribute that have remained strong since the Hotel Serendib days, Phillips noted that with the prevailing conditions in the West, the bookings are now done on short lead times. He also notes a change in trends. The German market which is said to be their biggest international market is now not only looking for a holiday on the beach for two weeks but would rather pick travelling around and then ending the tour at the beach. “That seems to be the general trend among travellers and tourists. Also in general the shorts have become shorter than in previous years.”

The new trend plays to Sri Lanka’s advantage, he reminded. Having worked in the Maldives prior to taking up office in Sri Lanka Phillips stated that the country must now make use of the ‘diversity of experience’ travellers seek. “In the case of Maldives, a top tourist destination as at now, the choices are limited and are mostly concentrated on water. Sri Lanka on the other hand has much more to offer.” What must be done now is to market the destination for more than just the beach, away from the sun-sand-sea concept, Phillips noted. “The government needs to initiate work on this regard and also get the infrastructure in order.”

Serving international clients

Of the Resort, which has become like a second home to him now, Phillips stated that the property is ready to welcome the influx of tourists now coming in to the country. “We offer value for money which is important as more and more tourists are willing to spend more to enjoy better luxuries,” he said. “With the country aiming for niche high spending market, resorts and hotels should now focus on the quality and standards of their service.”

He noted that country must prepare to serve an increasing rise of Indian and Chinese tourists. “The Asian market needs to be marketed better by the government. Recently in a trip to India we discovered that there is a lot of business heading towards Sri Lanka from its closest neighbour.” The Chinese market will bring in a new learning experience as well. “They are the one with the disposable income and they are willing to go for value for money, which does not mean cheap. They must feel that they paid the right amount for the experiences they had.” He noted that Thailand has scored big by focusing their attention on these two Asian giants. It is now our turn to draw them here, Phillips said.