Serena Homecoming: a Detty December strategy for Kampala
A December homecoming package to help Serena Hotel Kampala capture Uganda's returning diaspora, modeled on how Lagos hotels built Detty December into a tourism economy.
The opportunity
Every December, thousands of Ugandans return home from the US, UK and Canada. Uganda's diaspora sends home more than $1.5 billion a year, and these guests expect international standards of service and safety. Yet no hotel in Kampala had packaged for them; they were scattered across Airbnbs and competitor hotels.
The Nigerian blueprint
In the 2024 season, Lagos earned about $71.6 million over December, $44 million of it at hotels, from roughly 1.2 million visitors. The leading hotels stopped selling rooms and started selling experiences, with bookings opening as early as July.
The package
Airport pickup; nightly shuttles to dinner and clubs, running twice a night; a curated party itinerary; VIP entry through partnerships with five top venues; a recovery breakfast; and an on-site host for morale, safety and problem-solving.
The plan
Pre-season (July to October): diaspora ads in Facebook groups, WhatsApp and Instagram, early-bird rates, venue deals, staff briefings and a short video ad. Season (November to January): launch the package, host on site and repost guest content. Post-season (January to March): report occupancy, F&B revenue and guest satisfaction, and build an email list for next year.
Where it went
I shared the strategy directly with Serena Hotels' CEO, who referred it to the Kampala General Manager, and I was invited to present. The meeting did not go ahead after the hotel's sales team stopped responding the week before. I also discussed the concept with Marriott's internal liaison.