Paul Arithi 
PrideInn Hotels, Resorts, and Camps has introduced a new brand identity to align with its revised strategic direction.
The Kenyan-grown hospitality company said that the rebranding includes changes in product offering and overall brand perception. Under these categories, the company is shedding off its budget brand perception in favour of premium service offering.
The move has seen the company close some of its budget units and open new premium units that match its new strategic direction.
Hasnain Noorani, the Managing Director of PrideInn Hotels, Resorts, and Camps, said that when PrideInn was founded in 2011, focus was on creating a budget brand that offered 4 and 5 star services. However, with time, the company entered the premium segment in response to demand in the Kenyan market 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 of we now offer.Our new image seeks to modernize the brand and align it with current consumer preferences,” Mr Noorani said.
The rebranding signifies a strategic focus on four key areas namely: teams, customers, community, and partners. 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.
For customers, the company says it will remain dedicated to providing excellent services under the tagline ‘Global Feel with Kenyan Soul’. Focus shall also be on ensuring that guests enjoy goodnight, hot shower, hot and delicious breakfast, high-speed internet and maximum security.
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 counties 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. 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 PrideInn Westlands Luxury Boutique Hotel in 2022 and 2023, respectively.
The company also 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.
