Avani Hotels & Resorts has appointed travel and lifestyle specialist PR agency GribbonBerry to handle communications for the UK media market with immediate effect.

The agency will promote the brand’s variety of offerings and destinations to the UK market.

Avani Hotels & Resorts is a vibrant upscale brand offering relaxed comfort and contemporary style in city and hotel destinations.

It is owned by Minor Hotels.

The brand was launched in response to an increasingly influential group of discerning travellers who appreciate stylish design and excellent service, but also demand great value.

Targeting millennial-minded travellers, Avani Hotels & Resorts offers all of the meaningful details that matter for a great stay anywhere, from city to resort destinations.

Adhiyanto Goen, director of public relations for Avani, said: “We were really impressed with GribbonBerry’s understanding of the brief; together with the team’s ideas on how to drive Avani forward, coupled with their understanding of the media and the world of social media.

“GribbonBerry proposed an inventive communications strategy that we are confident will succeed.

“We’re looking forward to seeing the results in what we know will be an exciting 2018 for the brand.”

Avani Hotels & Resorts currently operates 23 properties in Asia Pacific, the Middle East, Africa, the Indian Ocean and Europe, most recently debuting in Laos, Australia and New Zealand.

The brand has a strong pipeline of exciting new properties under development including in vibrant destinations, such as South Korea, The Maldives, Mauritius, Tunisia and Oman.

Jo Berry, director of GribbonBerry, said: “We are delighted to announce that GribbonBerry has been appointed the UK Agency for Avani Hotels & Resorts.

“Our team is passionate about the brand’s ethos and are thrilled to be working on both their existing properties, as well as their expansion into new locations across the globe.”