Serena Hotels, one of the leading brands in Africa’s hospitality sector, is entering a new phase of strategic growth, driven by innovation and commitment to sustainability. Ashish Sharma, Chief Executive Officer, Serena Hotels Africa, is focused on strengthening brand visibility in emerging markets such as India to support this long-term growth.
Serena Hotels currently operates with a portfolio of 22 properties in six countries of East and Southern Africa, spanning Kenya, Tanzania (including Zanzibar), Uganda, Rwanda, Mozambique, and the Democratic Republic of Congo. The hotel chain features an extensive portfolio thoughtfully balanced across city hotels, safari lodges, beach resorts, and wilderness camps, each offering a unique window into the landscapes, cultures, and histories of the destinations.
From gorilla trekking Rwanda to circuit safaris across Kenya and Tanzania, to heritage stays in coastal destinations like Zanzibar, the Serena properties are designed to deliver immersive, seamless, and unforgettable journeys.
A Distinctive Value Proposition
Serena Hotels value for today’s evolved traveller lies in its seamless integration of access, experience, and accountability. Explaining further, Ashish shares, “What sets us apart is the consistency of service across our network, where personalised care is delivered with deep regional insight and cultural relevance. Whether you are staying at Polana Serena Hotel in Mozambique, Goma Serena Hotel in DRC, or exploring the Savannah from Mara Serena Safari Lodge, guests experience the same hallmarks of Serena hospitality: local authenticity, comfort, and a deep respect for the surrounding environment.”
Indian Guests
Serena Hotels is experiencing a surge of interest from Indian travellers across its East African Safari Circuit, especially from families and groups looking for multi-stop journeys that combine wildlife, culture, and comfort. Ashish responds to this rising demand, “We have enhanced culturally familiar offerings, from Indian and vegetarian cuisine to services tailored for multigenerational travellers. To strengthen our presence in India, we are excited to introduce Anjum Lokhandwala, Director, Ark Travel Group, as our official representative. Her deep industry knowledge will be key to helping us grow our market access across major cities.” Serena Hotels is also collaborating with Indian influencers like Siddhi Karwa and Shivaan Patil to amplify its safari experiences in a more relatable way.
The focus will remain on three key areas: boosting brand visibility through targeted campaigns, expanding co-created itineraries with Indian tour operators, and strengthening presence at major travel trade platforms. “We see immense opportunity in creating deeper, tailored experiences for the Indian traveller. Our new safari to beach coast packages, which combine wildlife, heritage, and relaxation, aim to position Serena as the preferred brand for immersive, cross-border East African travel,” notes Ashish.
Digital Innovation and MICE
Serena Hotels is sharpening its digital edge by investing in technology to enhance and simplify the guest journey, from seamless online bookings to upgraded systems for personalized service delivery. Digital marketing continues to play a pivotal role and is also key to reaching new audiences in India, whose travel choices are increasingly shaped online.
According to Ashish, the MICE segment in Africa continues to demonstrate resilience and significant growth. He points out, “At Serena Hotels, several of our city properties are purposefully positioned to meet the evolving needs of this segment. Kampala Serena Hotel, Kigali Serena Hotel, Dar es Salaam Serena Hotel, and Nairobi Serena Hotel offer spacious, well-equipped conference facilities and experienced event management teams. Their central locations make them preferred venues for diplomatic, corporate, and institutional events. We continue to enhance our infrastructure and service offering to ensure these properties remain at the forefront of Africa’s meetings and events landscape.”
Sustainability Initiatives
Sustainability is at the core of Serena’s operations. Ashish shares his pledge, “We remain committed to long-term sustainability. Our operations are anchored in responsible tourism, with continued investment in clean energy, conservation, and community development.”
Several initiatives are in place to promote sustainable tourism at the Serena properties. In Kenya, eco-conscious infrastructure is visible at the Kenya Amboseli Serena Safari Lodge, Kilaguni Serena Safari Lodge, and Mara Serena Safari Lodge, which are run fully powered by solar energy. Serena Beach Resort & Spa and Lake Elmenteita Serena Camp operate on a hybrid model that combines solar power with electricity from the grid. The Kirawira Serena Camp, Mbuzi Mawe Serena Camp, Lake Elmenteita Serena Camp, Sweetwaters Serena Camp, Kigali Serena Hotel, Lake Kivu Serena Hotel, and Kampala Serena Hotel utilise thermal solar heating systems.
Ashish further shares proudly, “Serena Hotels Africa has established a decarbonisation action plan for its operations, aligning with the latest climate science to limit global warming to 1.5°C above pre-industrial levels. This requires an annual reduction in GHG emissions of at least 4.2 per cent from our 2019 baseline until 2030, and to date, we are on target.”
For wildlife and biodiversity conservation, the brand partners with the government and NGOs to support habitat restoration and wildlife conservation programmes in key ecosystems where the properties are located. Amboseli Serena Safari Lodge has successfully transformed the surrounding landscape through a tree-growing initiative, turning previously barren land into a lush, green environment. Reducing waste, minimising the usage of single-use plastics, and recycling water are key priorities for responsible waste management.
Community empowerment is another foundational pillar to encourage local hiring, support small-scale farmers through farm-to-table programmes, and support educational and healthcare programmes to uplift communities.
Nurturing Guest Loyalty
Serena’s loyalty strategy is built around delivering consistent value and rewarding returning guests. The flagship loyalty programme, Serena Prestige Club, offers members stay upgrades, exclusive deals, and early access to seasonal promotions. The circuit travel model encourages guests to discover multiple destinations within the brand portfolio while enjoying the same trusted service standards.
New Horizons for African Hospitality
With global interest in Africa’s immersive, experience-driven tourism on the rise, there is a significant opportunity to develop regional circuits that encourage longer, multi-destination stays. Continued development of infrastructure and air connectivity will support this growth and strengthen regional collaboration. The goal is to create cohesive journeys that blend heritage, conservation, and hospitality that actively resonate with today’s evolved traveller.
For Serena, the post-COVID focus has been on internal investment to strengthen its core from within. Ashish shares, “Our immediate aim is to enhance associate training, upgrade our products and integrate smart, guest-focused technology that supports a seamless and elevated experience.” These foundational improvements are not just upgrades but strategic building blocks designed to enhance brand strength and operational efficiency, setting the stage for sustainable future growth.”
Once these internal initiatives are fully realized, Serena will be well-positioned to scale up by exploring strategic collaborations.
Looking ahead, Serena Hotels has identified key markets across Africa as areas of strategic interest. Each expansion will be carefully evaluated based on market potential and brand alignment. With a revitalized foundation and a clear-eyed vision for the future, Serena Hotels is focused on increasing brand visibility and strengthening its presence in both regional and international hospitality spheres.
