Hospitality Corner
Redefining Loyalty: Elevating Everyday Experiences Through Serena Prestige Club
By Maureen Okore
For decades, loyalty in hospitality followed a predictable pattern: collect points today and redeem them months later. For many travellers, it had become a game of delayed gratification, one that rarely matched the rhythm of modern life.
In Africa especially, where business meetings spill into family dinners, wellness is as important as productivity, and travel spans both city convenience and safari adventure, loyalty must evolve. It has to create value in the moment.
Imagine a client roundtable at Nairobi Serena Hotel that turns into deeper partnerships in a setting designed to spark conversations beyond the boardroom. At Kampala Serena Hotel, a gym membership becomes a place to recharge, network, and build community. At Kigali Serena Hotel, a weekend escape transforms Sunday brunch into a family tradition of shared moments. This is loyalty woven into how guests live, work, and celebrate, not just a reward redeemed after a booking.
The Serena Loyalty Programme
At Serena Hotels, loyalty deepens over time and reflects the many ways guests engage with us across 33 destinations in Africa and Asia. That philosophy lives through two complementary modules designed for different lifestyles:
Serena Prestige Club- Free to Join, Point-Based Rewards
Members join at no cost and progress through Classic, Gold, and Platinum by earning points on stays, dining, and experiences. As they advance, privileges expand from late check-outs and room upgrades to bespoke moments such as lakeside breakfasts at Lake Elmenteita Serena Camp or curated cultural experiences.
Serena Prestige Club Plus- Paid Subscription, Premium Benefits
For instant privilages, an annual subscription of US $ 95 brings Serena’ s five-star experiences into daily life with: Dining privileges of up to 50 % off, whether two-for-one or scaled savings for families and groups; Exclusive member room rates across hotels, resorts, lodges, and camps; Wellness benefits that include access to Maisha Health Club and Spa with 15 % off memberships, day-use passes, and spa treatments; Everyday conveniences such as discounted professional laundry services, ideal for executives on extended stays; Lifestyle integration through curated offers and seasonal privileges aligned to guests’ preferences and needs.
Together, these two modules create a hybrid loyalty model that blends the longterm rewards of earning points with the instant lifestyle value of a subscription, setting Serena Hotels apart in the African hospitality landscape.
A Regional Footprint, Digital Future
With Serena properties spanning Kenya, Uganda, Tanzania, Rwanda, Mozambique, the Democratic Republic of Congo, and beyond, Prestige was designed for mobility. The app makes membership effortless: registration is instant and benefits can be earned, redeemed, and enjoyed across borders.
Celebrating the Season with Prestige As the festive season approaches and calendars grow busier, travellers are seeking smarter ways to plan. Rising costs and increased hotel demand make value and convenience more important than ever. Serena Prestige Club ensures members can enter the season with confidence, whether it is a business lunch doubling as a year-end toast, a safari adventure to mark the close of the year, a beach getaway with family, or a wellness retreat to restore balance. It turns seasonal planning into an elevated experience full of unforgettable memories.
Why Enrol?
Travel in Africa is evolving. Guests now expect the same mobile-first ease they use to shop, bank, or book a ride, while also seeking loyalty programmes that feel culturally authentic and genuinely enriching. The Serena Prestige Club App delivers exactly that, a borderless digital membership designed for the way people live, travel, and celebrate.
Loyalty should not feel like a distant promise. It should enrich everyday living, whether over a coffee, a workout, a family meal, or a holiday celebration. Enrolling is not just about unlocking benefits; It’ s about choosing to embrace premium experiences as part of your lifestyle. That is a membership worth belonging to.
Maureen Okore, the Regional Marketing Director, Serena Hotels, is a 4-time award winning brand management and marketing professional with over a decade of industry experience in agencies and the hospitality space. You can commune with her via email at: Jagon2k @ gmail. com.
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