Serena Hotels officially launched its global loyalty programme, Prestige Club, at a special event hosted at Peshawar, in Pakistan, and simultaneously across all Serena properties worldwide. The launch introduced the enhanced Prestige Club Plus Programme, offering exclusive benefits on dining, Maisha Spa & Health Club, and a range of hotel services, further enriching the guest experience across the Serena portfolio. The event was attended by government officials including the governor of Khyber Pakhtunkwa, corporate sector representatives, and Prestige Club members, marking a key milestone in the brand’s journey across eight countries and 33 destinations. Speaking at the event, Aziz Boolani, CEO of Serena Hotels, stated, “Through the Prestige Club, we are bringing exceptional benefits to our members in recognition of their unwavering support at all Serena Hotels.”