The Serena concept - if I may use that word - implies the highest respect for local cultural, social and artistic tradition and, in particular, the local architectural vocabulary, our intentions that clients in Serena Hotels should live a genuinely local experience, through details of architecture, through interior decor and landscaping, through forms and colours, through artifacts and handicrafts, through the food they eat and the sounds they hear, so that their stay with us, enabling them to live in the most immediate manner a local life-style, becomes something of a cultural experience too.

In the Shia Ismaili Muslim tradition, voluntary service to others is viewed as an integral and positive part of daily life, and never as a burdensome obligation or an elective activity. Service is a means for each individual to actualise Islam’s ethics of inclusiveness, of compassion, of sharing, of the respect for life, and of personal responsibility for sustaining a healthy physical, social, and cultural environment