April 15, 2025 | By Anita Jain Shah

Represented in India by ARKReps, Serena Hotels is redefining luxury travel in East Africa through its deep-rooted commitment to sustainability, cultural authenticity, and personalised guest experiences. With a portfolio of 22 unique properties across six countries, the brand is now actively engaging with the Indian market, offering immersive safaris, wellness retreats, and tailor-made stays for the discerning Indian traveller. In this exclusive Q&A, Ashish Sharma, CEO, Serena Hotels shares how they’re shaping the future of responsible tourism, strengthening their digital presence, and building strategic collaborations—including with Kenya Airways—to elevate the guest journey.

TDT: Serena Hotels is celebrated for its eco-conscious ethos. What does sustainability look like on the ground at your properties?
Sharma: Sustainability is at the core of Serena Hotels’ operations. We have implemented several initiatives to promote sustainable tourism, including:

– Eco-conscious infrastructure: Our safari lodges in Kenya — Amboseli Serena, Kilaguni Serena, and Mara Serena — are fully powered by solar energy. Serena Beach Resort & – Spa and Lake Elmenteita Serena Camp operate on a hybrid model combining solar and grid electricity. Several other properties, such as Kirawira Serena Camp and Kigali Serena Hotel, utilize Thermal Solar heating systems.
– Climate action: Serena Hotels Africa has adopted a decarbonization plan aligned with climate science to limit global warming to 1.5°C. We are on track to reduce GHG emissions by at least 4.2% annually until 2030.Wildlife & biodiversity conservation: At Amboseli Serena, we’ve successfully reforested barren land through tree-growing initiatives. We also partner with government bodies and NGOs for ecosystem restoration.
– Community empowerment: From local hiring and farm-to-table initiatives to supporting schools and healthcare, uplifting communities is embedded in our business model.
Waste reduction: We’re minimising single-use plastics and investing in waste management and water recycling.

TDT: In an increasingly digital world, how is Serena Hotels connecting with today’s global (and mobile) traveller?
Sharma: Serena Hotels has embraced digital transformation to connect with guests worldwide. We actively engage audiences through:

– Dynamic social media marketing on platforms like Instagram, Facebook, X (formerly Twitter), and LinkedIn, where we highlight destinations, guest experiences, and sustainability efforts.
– Collaborations with influencers and creators to share authentic Serena moments with global audiences.
– Real-time customer engagement, ensuring that our online interactions reflect our guest-centric approach and commitment to service excellence.

TDT: Your recent partnership with Kenya Airways has generated buzz. How does this alliance enhance the guest experience?
Sharma: This strategic partnership offers significant perks for travellers. Members of Kenya Airways’ loyalty program now enjoy:

– Exclusive discounts and offers at Serena properties across East Africa.
– Loyalty rewards that allow members to trade miles for stays, spa treatments, and dining experiences.

TDT. Are there expansion plans on the horizon for Serena Hotels? What regions are you eyeing next?
Sharma: Serena Hotels currently operates 22 properties across six countries. Post-COVID, our focus has been on:

– Internal investment in staff training, tech integration, and product upgrades.
– Once stabilised, we aim to expand through property acquisitions, management contracts, and strategic collaborations—including potential tie-ups with Indian hotel brands seeking entry into Africa.
– Our future markets include South Africa, Ethiopia, and Egypt, with each opportunity assessed carefully based on demand.

TDT: How important is the Indian market for Serena Hotels, and what are you doing to attract this growing segment?
Shama: India is a key focus for us, and we’re aligning our offerings accordingly:

– Tailor-made packages for Indian guests, including curated safaris, wellness retreats, and family getaways.
– Enhanced culinary experiences, with Indian and vegetarian options available at all properties.
– Strategic partnerships with Indian travel agencies to simplify bookings and boost awareness.
– Targeted digital marketing in India to connect with today’s experiential traveller.

Bottom line? For Indian travel professionals eyeing meaningful luxury experiences, Serena Hotels offers a compelling proposition—a blend of sustainability, storytelling, and African soul, wrapped in world-class hospitality. Whether it’s a family safari, romantic getaway, or a wellness retreat, Serena is ready to welcome Indian guests with warmth and purpose.