Minor Hotels Group has launched what it says is a new “upscale brand extension” of its existing Avani Hotels and Resorts brand.

The Avani+ brand has debuted with its first property in the Laos city of Luang Prabang, and the group says that the brand portfolio will “encompass a selection of hotels and resorts showcasing the next-level in style, design and facilities”.

Avani+ Luang Prabang is located in the city centre, close to the Mekong River, and features 53 rooms with either balcony or terrace, French colonial-inspired interiors, a gym, spa facilities, yoga pavilion and a 25-metre courtyard swimming pool.

Minor Hotels says that each Avani+ property “will tell its own unique story so that guests will discover a little something extra, from architecture to design to location and beyond”.

Avani Hotels and Resorts currently operates 3,800 rooms and 23 properties across 15 countries, with a further 3,000 rooms in the pipeline – it’s not clear how many of these will be assigned the Avani+ branding.

The Avani brand debuted in Europe last year, with the rebranding of the existing Tivoli Jardim Lisboa Hotel as the Avani Avenida Liberdade Lisbon Hotel, following a €1.5 million renovation programme.

Commenting on the opening in Luang Prabang, and the launch of the brand extension, Alejandro Bernabé, vice president of operations for Avani Hotels and Resorts said:

“Avani has always focused on offering the details that matter to our guests and Avani+ will take that to the next level, infusing more style and taking a non-standard approach to our upscale hotel concept, going beyond providing premium facilities, amenities, and service.

“We are absolutely delighted to introduce Avani+ with the launch of Avani+ Luang Prabang and we look forward to announcing additional Avani+ hotels over the coming months.”