Serena Hotel

TABLE OF CONTENTS:Introduction of SerenaVision & MissionHistory of SerenaSerena Hotel IslamabadMarketing MixSegmentation

CONTINUE….

TargetingPositioningCompetitorsCSRConclusion

INTRODUCTION OF SERENA

• Serena group was founded in 1970 under the leadership of Aga Khan Network Development Authority (AKFED). Its Owner Clara Mugabe. Headquarters of Serena is in Nairobi, Kenya.

• The group has flourished for more than three & half decades & has a collection of 32 luxury resorts, safari lodges & hotels which are located in East Africa (Kenya, Tanzania, Rwanda, Uganda, and Mozambique) and Central and South Asia (Pakistan, Afghanistan, and Tajikistan).

MISSION & VISION STATEMENT

"Our Mission is to create outstanding facilities faithfully reflecting ethnic designs that offer the highest standards of product and service and to

provide Management and staff with an environment that enables them to deliver operating standards beyond the level of our guests’ expectations,

resulting in satisfactory returns to our stakeholders."

PROPERTIES OF SERENA ALL OVER THE WORLDKenyaTanzaniaUgandaRwandaMozambiqueAfghanistanTajikistan

PROPERTIES OF SERENA IN PAKISTAN

Faisalabad Serene Hotel Gilgit Serena Hotel Hunza Baltit Inn Islamabad Serena Hotel Quetta Serena Hotel Swat Serena Hotel Shigar Fort Khaplu Palace

SERENA HOTEL ISLAMABAD

• Serena Islamabad started its operation in 2001.• Hotel is situated in Central Islamabad, 18

kilometres from ISL Airport.• The hotel, which is built from seven levels, features

a range of terraces & pavilions.

MARKETING MIX

• Product• Price• Place• Promotion

PRODUCT • Serena are the market leader in

executive travel market, offering business & executives suites in all their city hotels.

DININGThe Serena Hotel Islamabad restaurants endeavor to offer honorable guests a memorable experience in various distinct dining spaces. The menus at Islamabad Serena Hotel specialize in traditional and contemporary preparations, multi-cuisine, and a range of specialty menus.• Zamana• Al-Maghreb• Dawat• Rakaposhi Cafe and Patisserie • Baradari (Seasonal Restaurant)• Wild Rice• Pool Bar

WEDDING SERVICES

• The Islamabad Serena Hotel is one of the Pakistan’s most prestigious wedding venues

1. Offering extensive grounds2. Stand alone social event centre3. Pool-side reception area4. Complete wedding planning services.

THE MAISHA MIND ,BODY & SPIRIT SPA

• To enter Maisha Day Spa is to step into heaven of serenity. A rare space , where you can relinquish yourself entirely to our professional therapists dedicated to your well-being.

GUEST SERVICES & FACILITIES

• Complimentary Airport transfers• Multi Cuisine Restaurants• State of the art Spa & Health

Club• Salon & Barber Shop• Laundry Services• Shopping Arcade

• Banquet and Conference facilities

• 24 hour Business Centre• Complimentary Wi-Fi Access• 24 hour Room Service• Mini Bar• Round the clock Doctor on duty• Valet Service

SERENA HOLIDAY OFFERS

• Weekend Offer (Fri - Sun)• Swahili Night• Seafood Dinner Barbeque• The Great Morani Safari Air Package• “The Great Elephant Trails” Safari• Serena Vacation Package

PRICEDeluxe RoomBilling currency :USD

PKR18060

Deluxe Twin RoomBilling currency :USD

PKR20468

Executive Club RoomBilling currency: USD

PKR20640

Executive Club Twin RoomBilling currency :USD

PKR22790

PLACE• Standing at the foot of Northern Hills with magnificent view of

Margalla Hills & Rawal Lake, this exceptional hotel is surrounded by fourteen acres of lands with beautiful gardens, yet it is located at the very centre of Islamabad, the capital of Pakistan..

• Serena offers 387 rooms & suites, all withy air-conditioning satellite TV, WiFi & voice mail.

PROMOTION• Websites• E-mail• Brochures• Conferences• Newspaper

SEGMENTATION & TARGETING• Corporate clients• Embassies• Families• Wedding + parties• Quality conscious & Executive class

POSITIONING• With a strong brand name & high quality

standard of comfort & luxuries, in Pakistan Serena is standing at number one in ranking of luxury resorts.

COMPETITORS• Direct Competitors:•Marriot, PC• Indirect Competitors:•Best Western, Margalla Hotel, Hotel Crown Plaza

THE SERENA GROUP AND CORPORATE SOCIAL RESPONSIBILITY

• Sustaining the environment• Supporting the national economy• Promoting good governance• Working with the local community• Supporting the local economy• Supporting the local society

CONCLUSION

• Very good hotel• Fantastic services• Great room• Popular among business

travellers• Well organized• Traditional architecture

THANKYOU