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Tourism Promotion Services trading under the brand name Serena Hotels pioneered a new form of Tourism over 40 years ago. The Company was founded with the strategy that very few locations are unsuitable for tourism activities and that it is often possible to combine developmental objectives with real economic sustainability and profitability for multiple stakeholders and destinations. It strived to bring best practices in social, cultural, environmental and economic development to some of the most deprived, remotest and yet alluring but most fragile areas in the world. Whilst developing its properties in areas relatively excluded from globalization, Serena Hotels relies on an ethical framework, in-depth risk and environmental analyses and a policy of constant innovation. It has contributed towards economic growth, development of tourism and a range of ancillary services, development of local human resources, as well as conservation of cultural and natural heritage, while reducing the ecological foot print of its properties to the minimum possible.

The Company focuses on innovation and programs that respond to the needs of the environment, economy and society/communities – the fundamental tenets of Sustainability. Serena Hotels continues to play its part by aligning its programs towards achieving the Sustainable Development Goals (SDG) set out by the United Nations Development Programme (UNDP). These help to direct the Company’s sustainable development agenda by aiming to inspire its various stakeholders take a wider consideration encompassing a long-term view when making business decisions.

Serena Hotels has integrated its initiatives under three key focus areas namely, Responsible Business, Environment and Community Engagement under the definition of “Sustainability.”

One of the hallmarks of Serena Hotels over the last 40 years is its Responsible Business Practices that are integrated in its daily interactions, operations and business processes. Responsible business and the broad spectrum of its eco-practices exists in its activities along the value chain so as to create shared value between its business and the communities/eco-system in which it operates. These help to stimulate local economic activity, development and growth around the area of its existence. From site selection, design and construction stage through to its responsible day to day operations, Serena Hotels demonstrate local sustainable architecture, promote awareness of local cultures, national heritage, conservation of the natural environment, empowers the local community, provides literacy and early learning opportunities, promotes health, safety and wellbeing and facilitates the sharing of its achievements and knowledge on environmental responsibility to its guests, schools, communities and various stakeholders.

Serena Hotels continue to pledge in promoting clean and green Pakistan by focusing on climate change mitigation, climate adaptation, land degradation, food security, biodiversity conservation, and enhancing community resilience.

This is a pilot project of planting 600,000 trees, including species Populus (Poplar), Robinia pseudoacacia (Robinia), Salix (Willow), Elaeagnus angustifolia (Russian Olive), Pinus roxburghii (Chir), Quercus (Oak), Cedrus deodara (Deodar), Tamarix aphylla (Tamarix), Acacia nilotica (Kikar), Ziziphus mauritiana (Ber), and Melia azedarach (Bakain) in different areas of Gilgit-Baltistan, Balochistan, Chitral, Punjab, and KP. With afforestation and forest stewardship as the primary plantation types, this project has the potential to make a significant impact on the environment and local communities. Through collaboration and community involvement, this pilot project has the potential to serve as a model for other afforestation efforts around the world.

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Business ethics and human rights

Serena Hotels has upheld a commitment to responsible business, human rights and ethical and legal standards in all facets of its business. Our success is grounded in our mission, philosophy, core values and conduct entrenched and demonstrated each day through our exceptional and anticipatory standards of guest experience, ethical business practices, relations with our fellow employees, our customers, suppliers, shareholders, the communities and other stakeholders.

Finding a balance between financial success, social responsibility and protecting the environment is a fundamental approach that lies at the heart of Serena Hotels corporate culture and is reflected in our corporate values. Serena takes a long term, entrepreneurial approach to the issue of sustainability in all of its activities along the value chain.
Serena Hotels developments and operations have and continue to be guided by an ecological-policy focusing on a holistic approach towards concrete actions and projects that encapsulate the responsibility that is owed to the natural environment which sustains us. This also includes the local communities that support us, the overall wellbeing of our employees and finally the degree to which we contribute to the economic health of the countries in which we operate.

The Company through various partnerships continues to widen its foot print focused on an integrated ethical approach to issues and sustainability, quality, value addition and visible measures of success. Each hotel has distinctive efforts and continue to focus on the areas that Serena can have the greatest impact: creating economic opportunity, community outreach, environmental conservation and improvement, employee well-being and health and safety.

Serena Hotels ensures that the highest standards of health and safety are maintained for the benefit of all our stakeholders. This includes the overall food safety, hygiene and sanitation standards. In addition, the Company has built a positive and dynamic security and safety culture. Various security and safety initiatives are customized and implemented by each property based on timely assessments of the local situations.

The Serena Employee Wellness Program continues to address the holistic health needs of not only Serena Staff but also of the communities that surrounds the Serena properties. In essence, the program is devoted to reducing the incidence of accident and illness in the workplace, promoting healthy lifestyles, maximizing potential and promoting optimum quality of life. We believe the health, safety and wellbeing of our staff and guests is critical to our success and the vitality of our local communities.

Serena Hotels procurement strategy thrives through local sourcing. At all costs, we encourage and promote local community based suppliers and eco-friendly products - fresh food stuff is purchased from local farmers and companies that support small scale producers and dis-advantaged groups. Our suppliers are informed of the Serena standard of quality and cleanliness expected of them, and if a gap is identified offers training to the local entrepreneurs to the extent on how to strengthen their business skills, record keeping, setting up a bank account and how to acquire working capital to bridge credit periods. Suppliers are also encouraged to reduce packaging or package in recyclable/biodegradable material and comply with international human rights and labor standards.

All the entrepreneurial opportunities are geared towards empowering local communities to benefit in sustainable income, food security and improved health and nutrition to more households thus improving the quality of life.