Main area of focus in Caring for the Destination:  

As Serena Hotels, we understand that the discerning traveler of today is committed to ensuring that the hotels he/she stays in, contribute towards sustainable tourism in the destination of their choice.

Detailed description of the Caring for the Destination Initiative: 

The Serena Group is at the forefront of this drive and has been vigorous in implementing a broad spectrum of eco-practices over the past decade. These include; the strict adherence to eco-friendly architectural, building and design, the use of local materials, skills and labour, the promotion of traditional crafts, the support of re-afforestation programmes, the nurture of endangered wildlife, the use of waste-recycling, pollution reduction, non-CFC use, solar and wind generation and the use of low energy devices and heat recovery systems. Serena also works closely with the local community to improve education, roads, water supply and health facilities. 

We support a widereaching re-afforestation project, called ‘Plant a Tree for Africa', which is dedicated towards reversing the tide of ecological destruction. To this end, we work with thousands of guests, school children and visiting dignitaries to ‘Plant a Tree for Africa' and, so far, in excess of one million trees have been planted. One of our major success stories is in Amboseli National Park where the destruction of the acacia forests by the elephant population is already well on the way to being reversed by the initiative launched at the Amboseli Serena Safari Lodge.