In line with Serena's corporate philosophy of building a basis for an all fascinating holiday experience comprising of intact nature, environment and local people, Serena has anchored environmental protection as an important element of its quality standards since 1990. At Serena, contributing to guests' holiday satisfaction means fundamental dedication to environmental best practice which in turn provides Serena with a number of competitive advantages:

• Economic benefits through avoiding wasteful behaviour and saving money on water and energy usage
• Ecological benefits by preserving the pristine surroundings of Serena Hotels and Lodges
• Local community benefits arising out of employing 90 per cent of its work force locally, and through building lasting relationships with local suppliers of foods and handicrafts which in turn provides the youth with a career objective in their home communities
• Fostering strong relationships between Serena Hotels and its customers as well as all stakeholder.