Serena continues to invest in the face of lower profits


Serena Hotels, East Africa’s predominant market leader in the hospitality industry, has once again bucked the trend, when continuing to invest significant funds in the upgrading of selected properties. Reports from Nairobi tell the story that the company’s 2012 year on year profits have reduced by some 20 percent – it should be remembered that 2011 however was a record year for Kenya’s tourism industry as well as in the wider East African region – a trend probably seen by most other hospitality businesses too when their figures are published. While the overseas markets during the period in question has seen a reduction in numbers, for known reasons, has Serena been able to strengthen the domestic and regional market segment as well as corporate business, a reminder that quality will always be in demand, especially when reliably and consistently delivered as is the case here.

Serena, in the face of this development has continued with their group wide refurbishment programmes which has seen two lodges in Kenya getting a face lift, namely the Mara Serena Lodge and the Sweetwaters Safari Camp on the Ol Pejeta Conservancy. The award winning Mombasa Serena is undergoing a bedroom workover while all the safari lodges in Tanzania too are seeing action to bring fresh colours and a new shine to Lake Manyara, Ngorongoro and Serengeti Serena.

The hotel group is also optimistic that the slow start of this year, largely caused by anti travel advisories and market concerns over the March 04th elections in Kenya, will turn into a rapid recovery from the international markets as the peaceful transition, combined with a fresh focus on tourism by the new government, is bound to return the country to sustained growth once more. Serena’s properties in Uganda, Tanzania and Rwanda have continued to enjoy good results, making positive contributions to the company’s bottom line.

Watch this space for regular and breaking news updates from Eastern Africa’s hospitality sector.