Serena Hotel has officially launched an upgraded version of its loyalty application, Prestige Club, along with a new membership tier called Prestige Plus, enabling guests to access exclusive discounts, personalised offers, and fully digital services across all Serena properties worldwide
The application and Prestige Plus unveiling event was held at Kigali Serena Hotel on Wednesday, August 6. It was a prestigious ceremony that integrated Rwanda’s cultural showcase with lined up drummers at the gate welcoming every guest, and a modern corporate touch that included wine, cocktails, and a vibrant networking session.
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The event brought together Serena Hotel’s administrative staff from all its branches in Rwanda, partners, and friends.
The Prestige Club app marks a key milestone in the hotel’s ongoing investment in technology to elevate the guest experience and deliver long-term value across its 33 destinations in eight countries.
Franklin Nyakundi, General Manager at Kigali Serena Hotel, speaking on behalf of Serena Hotels Africa CEO, Mr. Ashish Sharma, emphasized the evolution of guest loyalty services within Serena’s global footprint.
"Looking back, the Serena Prestige journey 12 years ago was launched, it was a small but sincere gesture of gratitude to our most frequent and loyal guests,” he said, reflecting on the benefits of the upgraded Prestige Club app that allows all services to be digital.
"It was a different era before apps and automation. Back then, redeeming a birthday offer as a member meant walking into the hotel with a signed business card.”
He described the Prestige Club app as "our most ambitious leap forward in loyalty to date.”
"This is not just a digital upgrade, it&039;s a complete transformation of how we recognise, how we reward, and how we engage with our guests. From paper to palm, from country-specific rewards to borderless experiences, from a points programme to a dynamic tiered system that grows with you.”
Serena Hotels currently operates 33 properties in eight countries across Africa and Asia, including Rwanda, Kenya, Tanzania, Uganda, DR Congo, Mozambique, Pakistan, and Tajikistan, with plans to expand further into northern Pakistan.
What is new in the Prestige Club app?
Originally designed over a decade ago to reward Serena’s most loyal clients, the Prestige Club programme has operated within three tiers; namely, classic, gold, and platinum. Most of the programme's services were manual.
However, the application was developed with the modern traveler in mind. It offers real-time point tracking and redemption tier-based recognition (Classic, Gold, Platinum, and Plus membership), and member-only privileges including exclusive rates and priority services.
The newly added tier ‘‘Prestige Plus’ is a discount-based module that allows users to pay a fee of $95 annually and unlock discount percentages on services including rooms special rates, restaurants, spa, and laundry across Seran Hotel outlets with a ‘plus card.’
The benefits could range from 15 to 50 per cent discount at all food outlets. If a member of Prestige Plus goes into the hotel just to dine, they would get a 15 percent discount, while two would get a 50 per cent discount, meaning only one person would pay.
Other discounts are that three people get a 33 per cent discount, four people get a 25 per cent discount, five to 10 people get a 20 per cent discount, 11-20 people get a 15 per cent discount, and for a takeaway or bakery, it is a 20 per cent discount.
How do classic, gold, and platinum tiers work?
Classic is the free entry-level membership, and its points start from zero to 4,000 in a year. For every one dollar spent at the hotel, a point is earned.
A member has to have 4,000 points to upgrade to a gold tier, while for the platinum membership tier, which is the highest level of recognition with more privileges, a user has to have over 8,000 points.
In the new app, prestige points can be used for rooms, dining, and spa treatments at any Serena Hotel in Africa and Asia, with a redeeming option. For example if a room costs $300, the guest will need 6,000 points to cover it.
The app is now globally available via the Google Play Store and Apple App Store, enabling members to view their points balance, make reservations, redeem rewards, and enjoy exclusive member-only promotions regardless of their location.
Speaking via a recorded address, Aziz Boolani Global CEO of Serena, underscored the hotel’s commitment beyond offering hospitality excellence but also environmental conservation. He noted that in most of Serena’s hotels, they removed plastic to greater extent and intend to continue.
Clients praise the app
Rose Catherine, a pro-golfer, and entrepreneur who joined the program in 2011, spoke about her evolution from Classic to Platinum membership.
"It’s been a beautiful journey because, every time I do something with Serena, I get to redeem at a later date,” she said.
"Now the operations became seamless, and I am able to see my membership profile, earn points, and redeem points regardless of where I am on the globe.”
James Ngunyi, board chairman and Platinum cardholder, emphasized that the card has been very useful especially when he is on holidays. He explained that prior to the launch of the app, he had to go to the hotel’s office so that they could add up his points, but now grateful that everything is digital.