Business

PrideInn rebrands into a luxury brand


MOMBASA, Kenya, Nov 27- PrideInn Hotels, Resorts, and Camps has introduced a new brand identity to align with its revised strategic direction for the future.

The rebranding includes changes in product offering and overall brand perception.

With this, the company is shedding off its budget branding for more premium services.

Through this, it has closed some of its budget units and open new premium units.

Its Managing Director Hasnain Noorani says the new strategy has been informed by the growing number of luxury demand amongst Kenyans.

Hasnain observed that when the company was founded in 2011, its focus was on creating a budget brand that offered 4 and 5 star services, a focus he is keen on shifting for home-grown quality hospitality services.

“Today we are ushering in a new chapter of PrideInn with the unveiling of our new brand identity. The image that we are leaving behind no longer resonates with our target audience and the kind of services we now offer,” he said.

“Our new image seeks to modernize the brand and align it with current consumer preferences. We felt a rebrand was very important. It is not just changing the logo and brand. It’s about service delivery to our clients,” he said.

The rebranding signifies a strategic focus on four key areas namely: teams, customers, community, and partners.

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Regarding teams, PrideInn intends to reinforce its commitment to employees’ growth.

The company attributes its success to its staff members who have grown from 15 in 2011 to over 1,000 in 2023.

PrideInn maintains it will remain dedicated to providing excellent services under the tagline ‘Global Feel with Kenyan Soul’, adding that  its focus shall  be on ensuring that guests enjoy exemplary service.

As part of its new strategic direction, PrideInn will continue to foster positive relationships with the various stakeholders it works with including national and county governments, NGOs, and corporate clients.

The company’s new brand identity also underscores a commitment to community welfare through sustainable Corporate Social Responsibility projects.

This includes recent initiatives such as the water borehole project launched in Isiolo County recently to serve more than 1,000 households.

PrideInn intends to replicate the projects in other countries that struggle with water scarcity.

The company also plans to launch more CSR projects in other fields.

Noorani emphasizes that the rebranding of PrideInn sets the stage for further expansion of the hospitality group.

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Between 2020 and 2023, the company has added three new units and refurbished some of its existing properties to meet international luxury standards.

Its new additions include PrideInn Azure, which opened doors in 2020, and PrideInn Mara Camp and PrideInn Plaza Hotel, both opened in 2022.

The company also refurbished PrideInn Diani and PrideInnWestlands Luxury Boutique Hotel in 2022 and 2023, respectively.

The company adds that it plans to diversify its product offerings to explore emerging tourism segments such as sports, wedding, and food tourism, based on successful tests done within their units and market studies indicating potential of growth.

Currently, PrideInn boasts 8 destinations across the country with presence in the Mara, Nairobi and the coast region.

It says it has earmarked 10 counties in the country where it seeks to establish its presence.





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