Sustainability
COMMITMENT TO SUSTAINABILITY
Serena Hotels has championed a pioneering model of responsible hospitality that actively integrates Environmental, Social, Governance (ESG) and Economic practices into its business operations . Operating in remote and ecologically sensitive regions, Serena Hotels addresses climate challenges by installing renewable energy, conserving water and reducing single use plastics. We are committed to protecting biodiversity, supporting the conservation of endangered species and their habitats through reafforestation and wildlife initiatives. Serena Hotels respects local traditions, culture, and heritage, while contributing to education, and public health in the communities around our operations.
Guided by ethical practices, rigorous environmental assessments, and a culture of innovation, Serena Hotels promotes local employment, supports tourism-related industries, and works to reduce its carbon footprint. Aligned with the United Nations Sustainable Development Goals, Serena’s sustainability agenda is anchored in four core pillars of: Responsible Business, Environmental Stewardship, Social Impact, and Heritage Conservation.
Responsible Business
Eco Practices in our Business Processes
Our business practices are integrated in daily interactions, operations and business processes. Responsible business and the broad spectrum of its eco-practices exist 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.
Business Ethics & 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 vision, 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.
Health, Safety & Wellbeing
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 vision, 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.
The Serena Employee Wellness Program continues to address the holistic health needs of not only Serena Associates 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 associates and guests is critical to our success and the vitality of our local communities.
Responsible Sourcing
Serena Hotels procurement strategy thrives through local sourcing. We encourage and promote local community-based suppliers and eco-friendly roducts - fresh food produce is purchased from local farmers and companies that support and promote small scale producers and under-privileged 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.
Social Impact
Serena Hotels places community empowerment at the heart of its operations, creating opportunities that foster self-reliance and long-term resilience. Through local sourcing, the hotels support farmers, artisans, and small-scale producers, while community-made handicrafts feature in gift shops to generate income.
Youth gain employable skills through training programmes, while local entrepreneurs receive guidance in business management, quality standards, and access to finance. Cultural performances and art exhibitions enrich the guest experience, celebrating heritage and providing income for local artists.
Through its community partnerships, Serena supports schools, healthcare initiatives, and development programmes that enhance livelihoods, food security, and inclusive economic growth.
Inclusion
At Serena Hotels, we are deeply committed to fostering an inclusive and equitable environment for all. We strive for gender balance in our hiring practices, actively empowering women across departments and into leadership roles.
mThis commitment extends to differently abled persons, meaningfully integrated across all areas of operation. For guests, Serena has partnered with ConnectHear to introduce digital interpretation solutions at our city hotels in Pakistan, enabling seamless communication for the deaf community.
Economic Diplomacy
Serena Hotels advances sustainable development through strategic economic engagement across its areas of operation. By embedding local participation into its business model, we contribute to developing economic resilience and long-term prosperity.
This approach is reflected in the employment of local workforces, the integration of community-based businesses into the value chain, and the creation of opportunities that promote financial inclusion and empowerment. Through partnerships with local and international organizations, Serena Hotels supports local procurement, nurtures entrepreneurship, and strengthens small enterprises through targeted skills-development programmes building resilient, self-sustaining communities.
Cultural Diplomacy
Cultural diplomacy is a defining element of Serena Hotels identity. We are committed to preserving and promoting the diverse cultural heritage of the regions we serve by creating platforms that celebrate artistic expression, tradition, and dialogue.
Through a vibrant calendar of festivals, performances, exhibitions, and culinary showcases, we bring communities together and foster cross-cultural understanding. Every Serena property reflects its locale not only through architecture and design, but also through curated cultural experiences that celebrate the diverse heritage of South Asia and Africa.
Public Diplomacy
Public diplomacy forms an integral part of Serena Hotels community engagement strategy enabling meaningful dialogue and awareness through outreach initiatives in health and wellness, education, cultural heritage, environmental conservation and resilience to climate change amongst others. Serena Hotels thus empowers local communities while promoting informed participation.
Serena Pakistan’s flagship platform, Raabta, extends this engagement through curated discussions that bring together experts, policymakers, activists, and citizens to engage in dialogue on pressing issues such as disability inclusion, education reform and gender equity, thus inspiring advocacy and driving positive change.
Through these efforts, Serena Hotels fosters civic engagement, environmental responsibility, and shared understanding, contributing to a more informed and inclusive society.
Sports Diplomacy
Sports diplomacy is a key initiative of Serena Hotels commitment to inclusion, youth development and community engagement across our portfolio in Africa and Asia./p>
Through the organization and sponsorship of sporting events Serena Hotels creates opportunities for participation across all age groups and genders. These initiatives transcend linguistic and cultural boundaries, fostering leadership, resilience, and teamwork. Serena Hotels supports a wide range of disciplines, including tennis, squash, taekwondo, blind cricket, table tennis, archery, polo, golf, and high-altitude or winter sports such as mountaineering, ice hockey, and skiing. By promoting youth and women’s participation Serena Hotels leverages sport as a powerful tool for empowerment, social cohesion and positive change.
In Pakistan, the Serena Hotels continue to champion underrepresented disciplines and emerging athletes. Across our properties, local initiatives and inter-hotel competitions nurture teamwork and the spirit of sportsmanship. We believe sports is a catalyst for social change and a platform to advance peace, equality, and dignity for all.
Adventure Diplomacy
Launched in 2014, Serena Hotels Adventure Diplomacy initiative promotes exploration, resilience, and national pride through outdoor pursuits. It celebrates the spirit of adventure and builds meaningful connections across communities and nations.
The initiative began by supporting Samina Baig, the first Pakistani woman to summit Mount Everest, and her brother, as they successfully climbed seven peaks on seven continents, a milestone achievement that inspired a new generation of adventurers.
Since then, Serena has championed a range of high-endurance expeditions, including high-altitude skiing, the “Tour de Khunjerab”, one of the world’s highest-altitude cycling marathons and “Expedition Indus”, a rafting journey tracing the entire Indus River from the mountains of Gilgit-Baltistan to the Arabian Sea.
Environmental
Stewardship
environmental responsibility across all properties
Serena Hotels is committed to safeguarding the natural environments in which it operates through responsible practices, conservation initiatives and sustainable design. From waste management and biodiversity protection to renewable energy adoption, Serena continues to set benchmarks in environmentally responsible hospitality.
Tree Planting
Serena Hotels actively contributes to environmental regeneration through large-scale tree growing initiatives across Africa and Asia.
The Serena portfolio in Africa has planted 6.7 million trees since 1991. . Meanwhile, in Gilgit-Baltistan, Pakistan, over 600,000 trees have been planted as part of an ongoing reforestation project featuring native species across multiple regions, including Balochistan, Chitral, Punjab, and Khyber Pakhtunkhwa.
These initiatives help offset carbon emissions, enhance biodiversity, and strengthen climate resilience while engaging communities, staff, guests, and students in collective environmental stewardship. /p>
Wildlife Conservation
Serena Hotels is deeply committed to protecting biodiversity through long-standing wildlife conservation efforts.
At Serena Beach Resort & Spa, the Turtle Conservation Project has safeguarded endangered sea turtles since 1993 by protecting nesting sites and releasing more than 40,000 hatchlings into the Indian Ocean. Beachfront lighting is dimmed to prevent disorientation while protective hatching cages are monitored around the clock. Our Butterfly Conservation Centre nurtures indigenous species and educates visitors on their role in maintaining biodiversity and healthy ecosystems.
Lake Elmenteita Serena Camp plays it part to protect one of East Africa’s most diverse ecosystems, home to tens of thousands visiting flamingos and a key breeding and nesting ground for the great white pelicans. Lake Elmenteita is recognized as a wetland of global importance under UNESCO World Heritage Listing.
Collectively, these initiatives underscore Serena Hotels enduring commitment to safeguarding biodiversity and preserving endangered species, ensuring that our natural world thrives for generations to come.
Clean-Up Drive
The “Green Impact Clean-Up Drive” is an ongoing initiative that brings communities together to preserve the natural environments of our surroundings.
From high-altitude clean-ups at Rakaposhi Base Camp to initiatives across national parks, conservancies, rivers, beaches and roads sides, the litter collection programme engages volunteers, students, NGOs and community partners. By fostering environmental awareness and civic responsibility, these efforts contribute to cleaner, healthier ecosystems.
Renewable Energy
At Serena Hotels, renewable energy is central to our sustainability journey. Since 2017, we have progressively integrated solar solutions across our properties to reduce emissions, support climate action, and advance our decarbonization goals.
In Pakistan, grid-tied solar power plants are at Faisalabad Serena Hotel, Quetta Serena Hotel, Peshawar Serena Hotel and Hunza Serena Hotel. All seven Serena properties in Kenya have solar installations - a significant milestone in our commitment to sustainable operations. From fully solar-powered lodges like Kilaguni Serena Safari Lodge, Amboseli Serena Safari Lodge and Mara Serena Safari Lodge, to grid-tied solar systems at Lake Elmenteita Serena Camp, Sweetwaters Serena Camp and Serena Beach Resort & Spa, solar power is helping us reduce reliance on conventional energy. Nairobi Serena Hotel utilizes solar thermal systems for water heating.
Across the East African region, Zanzibar Serena Hotel is operating on a grid-tied solar system while several Serena properties reduce their environmental footprint through solar thermal water heating systems including 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.
Heritage Conservation
Serena Hotels is deeply committed to preserving and celebrating rich cultural heritage of the regions it serves. We proudly operate a collection of four heritage hotels in Pakistan, all meticulously restored by the Aga Khan Cultural Services and UNESCO, as they are recognized as UNESCO World Heritage Sites. As part of the Africa portfolio, Zanzibar Serena Hotel is housed within two restored historic buildings of the 18th and 19th century on the sea front edge of the UNESCO World Heritage site, Stone Town.
Each Serena property is thoughtfully designed to reflect the architectural traditions of its region, honoring local craftsmanship, culture, and way of life. Serena actively engages local artisans in restoration and interior design.For example, the intricate woodwork in Serena Altit Fort Residence and Hunza Serena Hotel has been crafted by CIQAM, a women-led artisanal workshop based in Altit that specializes in traditional techniques. From the upholstery on the furniture to the handcrafted souvenirs offered to guests, every detail pays tribute to the country’s artistic legacy. Serena also promotes Pakistan’s cultural landscape through initiatives like “Sarangi”, which celebrates traditional music, and by hosting craft festivals, art exhibitions, performing arts showcases, and literary events that support local artists and storytellers. Through these efforts, Serena Hotels not only preserves but also creates immersive, culturally rich guest experiences.
Certifications & Partnerships
- Serena Business Complex (Islamabad Serena Hotel): Eco Green Certification
- Eco Warriors Kenya Awards 2018, 2019
- Lake Elmenteita won the Social Impact Award
- Serena Beach Resort & Spa won ‘Best in Protecting Marine Heritage’ Award
- Amboseli Serena Safari Lodge won the ‘Best Accommodation Facility Promoting Culture & Heritage’
- Islamabad Serena Hotel: ISO 14001 | ISO 22000 | ISO 45001| ISO 9001
- Faisalabad Serena Hotel: ISO 9001 | ISO 14001
- Quetta Serena Hotel: ISO 9001 | ISO 14001
- Peshawar Serena Hotel was awarded Tourism Excellence Award 2024 presented by Khyber Pakhtunkhwa department of Culture and Tourist.
- Faisalabad Serena Hotel was awarded Outstanding Tax contributor award.
- Serena Hotels was awarded ‘Best in 4-5 star Hotel award at Pakistan Tourism awards.
- Serena Khaplu Palace was awarded the Award for Distinction by UNESCO Asia Pacific Heritage Awards in 2013.
- Serena Altit Fort Residence has received the UNESCO Asia Pacific Heritage Award for Cultural Heritage Conservation in 2011.
- Serena Shigar Fort UNESCO Asia Pacific Heritage Award for its cultural heritage conservation in 2006.
Gold Eco-Rated Properties by Eco-Tourism Kenya
Designed to embrace innovation in responsible resource use, environmental conservation, community empowerment, cultural preservation and promotion; and holistic business practices. The below six Serena Kenya properties retained their Gold Eco-rating Certification (the certification program is recognized by the Global Sustainable Tourism Council):
- Serena Beach Resort & Spa, Mombasa
- Mara Serena Safari Lodge
- Kilaguni Serena Safari Lodge
- Amboseli Serena Safari Lodge
- Lake Elmenteita Serena Camp
- Sweetwaters Serena Camp
Eco-Warrior Kenya Awards 2024
Seven awards were received under the accommodation category at the Eco-Warrior Kenya 2024 Awards: Responsible Business Practices: Kilaguni Serena – first place, Amboseli Serena – second place, Lake Elmenteita Serena – third place; Conservation of Aquatic Life: Serena Beach Resort & Spa – first place; Promoting Viable Tourism Practices: Amboseli Serena – second place, Mara Serena – third place; and Climate Action: Mara Serena – second place.
Eco-Warrior Kenya Awards 2023:
Serena Hotels received the below awards at the 2023 Eco-Warrior Awards:
- Serena Beach Resort & Spa: Best accommodation in promoting biodiversity conservation and Best accommodation in promoting heritage and cultural integration:
- Mara Serena Safari Lodge: Best accommodation in addressing climate change through adaptation and mitigation:
- Kilaguni Serena Safari Lodge: First runner-up in addressing climate change through adaptation and mitigation.
FiRe Award
TPS Eastern Africa PLC – Serena Hotels was named 2nd Runners-Up for Excellence in Financial Reporting in the Industrial, Commercial and Services category at the FiRe (Financial Reporting) Awards 2024.
The FiRe Awards—jointly organised by the Institute of Certified Public Accountants of Kenya (ICPAK), the Capital Markets Authority (CMA), and the Nairobi Securities Exchange (NSE)—recognise organisations that uphold transparency, strong governance, and high standards of corporate reporting.
Assessed against International Financial Reporting Standards (IFRS) and global best practices, the award underscores Serena Hotels’ continued commitment to integrity, accountability, and excellence in disclosure.
Karighar
Karighar, a flagship CSR initiative launched in October 2016, reflects Serena Hotels commitment to empowering communities through skills development and economic independence. Established initially as a vocational centre in Gilgit-Baltistan, the programme trained women in stitching and embroidery to supplement household incomes.
In 2018, Karighar expanded to include a honey value-chain initiative, offering professional training in sustainable beekeeping, and quality control. This transition enabled local communities to move from unsustainable wild honey harvesting toward hygienic, commercially viable production.
Serena Hotels continues to support these communities by purchasing the honey, ensuring adherence to strict hygiene protocols with national quality standards. Today, Karighar has significantly enhanced livelihoods, improved food security, and contributed to poverty reduction, while bringing the pure, high-altitude honey of Gilgit-Baltistan to a wider market.
