In an in-depth interaction with TTJ, Ashish Sharma, CEO, Serena Hotels, Africa, shared insights into the brand’s strategic focus on the Indian market, its differentiated African portfolio, and evolving opportunities across leisure, MICE, and experiential travel. He outlined how consistency, cultural understanding, sustainability, and trade engagement are shaping Serena Hotels’ growth narrative across East and Southern Africa.
Serena Hotels operates a portfolio of 22 properties across six countries in East and Southern Africa, including Kenya, Tanzania, Zanzibar, Uganda, Rwanda, Mozambique, and the Democratic Republic of Congo. Spanning city hotels, safari lodges, beach resorts, and wilderness camps, the collection offers travellers an immersive window into the region’s diverse landscapes, cultures, and heritage.
A Trusted African Brand for Indian Travellers
In a competitive African hospitality landscape, Serena Hotels differentiates itself through a seamless, integrated network that enables guests to journey across multiple destinations under one trusted, Africa-rooted brand. Consistency of service remains a defining strength, with personalised hospitality delivered through deep regional understanding and cultural sensitivity. Across every property, guests experience the hallmarks of Serena hospitality, authentic local engagement, refined comfort, and a strong commitment to environmental stewardship.
Highlighting how Serena Hotels caters specifically to Indian travellers seeking immersive and experiential journeys, Ashish noted, “Our customised service culture responds to the needs of the Indian market by offering Indian cuisine in our dining outlets, vegetarian and non-vegetarian meal options, and an Indian chef at our flagship property, Nairobi Serena Hotel.”
Operating across multiple countries with varied political and economic landscapes presents inherent complexities. Serena Hotels addresses these challenges by placing a strong emphasis on guest confidence, safety, and uninterrupted service delivery, an approach that is particularly reassuring for cautious long-haul markets such as India. Emphasising the brand’s commitment to consistency and security, Ashish said, “We inspire guest confidence through consistent service excellence. In complex socio-political environments, we work in close coordination with regional authorities to ensure the safety and well-being of our guests across all markets, including India.”
Addressing the barriers to attracting Indian travellers to Africa, Ashish brings a personal perspective rooted in long-standing cultural ties. He stated, “I am a third-generation Indian born and raised in Africa. My grandparents arrived in East Africa around the 1900’s and settled here. We have a strong Indian community in Kenya, Tanzania, and Uganda, which creates a cultural connection between Africa and India with almost no barriers. We believe that brand affinity, awareness, and the complexity of planning multi-destination itineraries are the only areas we need to address in the Indian market.”
Empowering the Travel Trade for Experiential Travel
India is steadily emerging as an important source market for Serena Hotels, with leisure travel and organised group movements having historically driven the strongest demand. More recently, however, the business and corporate segments have shown notable growth, fuelled by increasing Indian investment interest across African markets. In response, Serena Hotels is strategically positioning itself to capture this opportunity within the MICE segment, with plans to revamp and expand its MICE facilities at key gateway properties, including Nairobi Serena Hotel, Kampala Serena Hotel, and Kigali Serena Hotel.
Travel trade education plays a critical role in driving safari and experiential travel from India, particularly for long-haul destinations where agents must sell with confidence and clarity. A strong understanding of the brand proposition and destination nuances enables travel partners to curate meaningful journeys for their clients. Emphasising this approach, Ashish said, “Product education for our travel trade is critical for long-haul experiential travel, as agents need a clear understanding of the brand and our destinations to sell with confidence. Our India representative, Ark Travel Group, supports us through agent training, itinerary planning, and familiarisation trips, enabling the trade to accurately position Serena Hotels for the Indian market.”
In December 2025, Serena Hotels, in partnership with Safari Trails and The Ark Travel Group, hosted a familiarisation trip for 12 leading Indian leisure travel agents, aimed at strengthening destination knowledge and promoting Kenya as a preferred safari-led holiday choice for Indian travellers.
Targeting the Evolving MICE Opportunity
Africa is gaining traction as a destination for incentive travel and experiential meetings, particularly among planners seeking locations that offer both impact and memorability. Serena Hotels’ city hotels and resort assets are well-positioned to capitalise on this opportunity.
Elaborating on this focus, Ashish explained, “Our city hotels allow us to design MICE journeys that seamlessly combine business with distinctive experiences. To capture this opportunity, we are continuing to invest in modern, well-equipped MICE infrastructure across our portfolio. This includes enhanced conference facilities at Nairobi Serena Hotel and Kigali Serena Hotel, as well as ongoing development at Kampala Serena Hotel. Further upgrades across key properties are underway to address the evolving needs of Indian MICE planners.”
Embedding Sustainability
Sustainability is increasingly becoming a key decision driver for Indian travellers, and it is an integral part of Serena Hotels’ DNA and a core element of its business ethos. Several initiatives are in place to promote sustainable and eco-conscious tourism across Serena properties. In wildlife and biodiversity conservation, the brand partners with governments and NGOs to support habitat restoration and wildlife conservation programmes in key ecosystems where its properties are located. Community empowerment is another foundational pillar, focusing on encouraging local hiring, supporting small-scale farmers through farm-to-table programmes, and contributing to educational and healthcare initiatives that uplift communities.
“Our initiatives are communicated through our annual report, website, social media, trade partners, and on-property guest experiences such as cultural tours, tree planting, and turtle hatchling releases,” highlighted Ashish.
As Serena Hotels explores selective expansion across Africa and beyond, it ensures that growth strengthens the brand’s integrity and long-term relevance rather than diluting it. Conservation and responsible operations are considered from the outset, particularly in sensitive natural and cultural settings, while ensuring that local community engagement remains central to each property’s operations and the preservation of its ecosystem.
Thoughtful Portfolio Enhancements
Following initiatives such as the launch of the Serena Prestige Club App and the recent refurbishment of Dar es Salaam Serena Hotel, Serena Hotels is focused on intentional upgrades that respond directly to evolving guest expectations around comfort, wellness, and functionality. Ashish said, “Across our portfolio, this includes the completion of heated swimming pools and refreshed guest facilities at select safari properties such as Lake Manyara Serena Safari Lodge, Tanzania, Kilaguni Serena Safari Lodge, Kenya, and Sweetwaters Serena Camp, Kenya, enhancing year-round usability and guest comfort. Wellness experiences are also being expanded through Maisha Spa activities, including guided hikes, marathons, and wellness bootcamps.”
Ashish further added that in their city hotels, they continue to invest in new and upgraded meeting spaces at Nairobi Serena Hotel and expanded conferencing facilities at Kampala Serena Hotel, alongside refreshed dining concepts and menus. At the coast, new guest experiences such as the sunset cruise at Serena Beach Resort & Spa add an experiential dimension. Together, these enhancements ensure Serena properties remain current, well-considered, and aligned with evolving guest needs.
Strengthening Focus on India
Ashish highlighted India as a key source market for Serena Hotels, particularly among outbound travellers who favour longer, experiential stays. Outlining his vision from a CEO’s perspective, Ashish said, “Success for us will be defined by sustained demand, strong trade partnerships, and increased brand awareness in the Indian market. This year, our focus is on deeper engagement with the travel trade, closer collaboration with our India representative, and targeted marketing initiatives. These efforts are aimed at building visibility, confidence, and long-term performance. We look forward to welcoming our guests from India. Welcome to East Africa.”
