History of Serena Hotel Islamabad

2. Serena Hotel

3. TABLE OF CONTENTS:
Introduction of Serena
Vision & Mission
History of Serena
Serena Hotel Islamabad
Marketing Mix
Segmentation

4. CONTINUE….
Targeting
Positioning
Competitors
CSR
Conclusion

5. 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).

7. 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."

8. PROPERTIES OF SERENA ALL OVER THE WORLD
Kenya
Tanzania
Uganda
Rwanda
Mozambique
Afghanistan
Tajikistan

9. 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

10. SERENA HOTEL
ISLAMABAD

12. • 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.

13. MARKETING MIX
• Product
• Price
• Place
• Promotion

14. PRODUCT
• Serena are the market leader in
executive travel market, offering
business & executives suites in all
their city hotels.

15. DINING
The 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

17. WEDDING SERVICES
• The Islamabad Serena Hotel is one of the Pakistan’s most prestigious wedding
venues
1. Offering extensive grounds
2. Stand alone social event centre
3. Pool-side reception area
4. Complete wedding planning services.

18. 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.

19. 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

20. 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

21. PRICE
Deluxe Room
Billing currency :USD
PKR
18060
Deluxe Twin Room
Billing currency :USD
PKR
20468
Executive Club Room
Billing currency: USD
PKR
20640
Executive Club Twin Room
Billing currency :USD
PKR
22790

22. 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.

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

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

25. 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.

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

27. 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

28. CONCLUSION
• Very good hotel
• Fantastic services
• Great room
• Popular among business
travellers
• Well organized
• Traditional architecture

29. THANKYOU