Serena Hotels Rolls Out Borderless Loyalty Experience with Prestige Club App

 By Kelvin Malick

Serena Hotels ushered in a new chapter in guest engagement and regional tourism with the official launch of the Serena Prestige Global Loyalty Club App during a glamorous cocktail evening held at the Nairobi Serena Hotel.

The event, which brought together distinguished guests, corporate partners, and longtime Serena loyalists, marked a milestone in the brand’s digital transformation. With live saxophone tunes, signature cocktails, and Afro-fusion rhythms setting the tone, attendees were treated to a celebration of innovation, tradition, and hospitality at its finest.

Taking to the stage with warmth and vision, Mr. Ashish Sharma, CEO of Serena Hotels Africa, recalled the early days of the Serena Prestige Club. What began twelve years ago as a modest loyalty program, dependent on signed business cards and limited redemptions, has now evolved into a fully digital and borderless experience.

“This is not just a digital upgrade,” Sharma noted. “It is a complete transformation of how we recognize, reward, and engage with our guests. From paper to palm, from isolated offers to a global passport of experiences.”

The newly launched app introduces a four-tier membership structure: Classic, Gold, Platinum, and Prestige Plus, offering a dynamic range of privileges across the group’s 33 iconic destinations in eight countries. From exclusive room rates and spa discounts to point redemption at restaurants and wellness clubs, members can now earn and redeem rewards seamlessly across Serena properties.

In what is perhaps the most groundbreaking shift, loyalty is no longer confined by geography. Members earn one point for every US dollar spent and can redeem instantly at a rate of one point to five cents, a straightforward system designed with the user in mind.

The evening also featured a ceremonial launch moment, complete with a live activation of the app, a group toast, and a commemorative photo session with Serena’s leadership and top-ranking guests. A touching video tribute showcased testimonials from long-standing patrons, emphasizing the emotional bond many have formed with the Serena brand over the years.

Guests were invited to engage with the app firsthand through live demos and interactive screens. The digital experience, now available on Google Play and the Apple App Store, allows users to manage their accounts, access exclusive rates, track rewards, and enjoy member-only promotions directly from their smartphones.

As the evening progressed into a spirited networking session, one thing became clear. Serena Hotels is not merely adapting to the digital age. It is redefining loyalty through meaningful, borderless, and user-centric hospitality.

In his closing remarks, Mr. Sharma offered a message of gratitude and optimism. “Download the app. Explore more. Earn more. Be rewarded in ways that are truly meaningful, deeply rooted in the warmth and authenticity that defines Serena Hotels.”

With the Serena Prestige Global Loyalty Club App, the group positions itself as not just a steward of heritage and elegance but as a visionary leader in modern travel, where recognition is instant, travel is seamless, and every stay is a story worth remembering.

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