Karlene Serrada Honored for Exceptional Leadership at 2025 AHATA Excellence Awards – Setting a New Standard for Aruba’s Hospitality

In the heart of Aruba’s vibrant tourism landscape, one individual’s dedication has truly stood out this year. Karlene Serrada, the Portfolio Manager at Casiola Vacation Homes Aruba, has been honoured at the 2025 Aruba Hotel & Tourism Association (AHATA) Excellence Awards. This recognition celebrates her extraordinary contributions to the island’s hospitality sector, where she has played a vital role in maintaining the company’s high standards and enhancing the guest experience in a fast-evolving industry.
AHATA Excellence Awards: Recognising Aruba’s Finest
The AHATA Excellence Awards are a prestigious event in Aruba’s tourism calendar, where exceptional individuals from across the hospitality sector are celebrated. The awards highlight the unsung heroes of the tourism industry – those professionals whose behind-the-scenes work ensures that visitors have a memorable experience during their stay on the island.
This year’s awards ceremony took place at the iconic Ritz-Carlton Aruba, a luxury resort that mirrors the excellence in hospitality being celebrated that evening. With more than 250 hospitality professionals attending, the event recognised 38 individuals for their outstanding contributions to the tourism sector. These honourees represent a broad spectrum of the industry, from hotel managers to property managers, chefs, event coordinators, and guest relations staff.
Karlene Serrada was among the 2025 honourees, acknowledged not only for her dedication to maintaining Casiola’s high operational standards but also for her leadership and commitment to exceptional guest service.
Casiola Aruba: A Rising Leader in Vacation Home Management
Casiola Vacation Homes Aruba is a key player in the island’s fast-growing vacation rental sector. The company, part of the global Casiola brand, manages a diverse portfolio of vacation homes across Aruba, ranging from beachfront properties to luxurious estates. The company combines cutting-edge property management technology, an expert local team, and a data-driven marketing strategy to ensure high guest satisfaction and homeowner success.
Since joining Casiola, Karlene has been instrumental in maintaining the quality standards that the brand is known for. Her role involves overseeing the day-to-day management of vacation homes, working closely with property owners, and ensuring that every guest’s experience is seamless.
This award is not just a recognition of Karlene’s individual achievements, but a celebration of the values and ethos that Casiola embodies: a dedication to quality, innovation, and hospitality. In a statement reflecting on the award, Dennis Goedheid, Founder and CEO of Casiola Vacation Homes, emphasised how Karlene’s leadership exemplifies the company’s commitment to high standards and customer satisfaction.
Aruba’s Tourism Landscape: A Growing Force in the Caribbean
Aruba, often referred to as “One Happy Island,” has long been a leading Caribbean destination for tourists seeking beautiful beaches, vibrant culture, and warm hospitality. Over the years, the island has seen steady growth in tourism numbers, cementing its position as a hub for international travellers. The recognition of hospitality professionals like Karlene reflects the critical role that individual dedication plays in sustaining this growth.
In 2025, Aruba’s tourism sector continues to thrive, supported by strong international travel trends and significant investments in infrastructure. In July 2025, stay-over tourist arrivals saw an impressive increase of 15% compared to the same month in the previous year, reaching 141,904 visitors. This growth is a positive indicator of continued demand for the island’s services and accommodation options, including both traditional hotels and alternative lodging such as vacation homes and rental properties.
Through the first three quarters of 2025, the island welcomed approximately 1.13 million stay-over visitors, marking a 4.8% year-over-year growth. The increase in tourism has been a driving factor in the island’s real GDP growth, which was estimated at 7.6% for 2024.
Vacation Homes: A Key Piece of Aruba’s Expanding Tourism Offering
While hotels continue to be the primary form of accommodation on the island, vacation homes are becoming an increasingly important segment of the tourism market. More and more visitors are choosing to stay in private rental properties that offer flexibility, privacy, and a more intimate experience compared to traditional hotels.
In response to this demand, companies like Casiola have tailored their services to meet the needs of both homeowners and guests. By offering a full-service property management platform, Casiola provides homeowners with a hassle-free way to maximise their rental income while ensuring that guests enjoy an exceptional stay. This all-in-one approach includes marketing, booking management, housekeeping, and concierge services, allowing property owners to focus on other aspects of their lives while entrusting their homes to a trusted management team.
Karlene’s role as Portfolio Manager has been pivotal in ensuring that Casiola’s growing portfolio of vacation homes operates smoothly, efficiently, and in line with the company’s high standards. Her expertise and attention to detail have helped to set the bar for vacation home management on the island, and her recognition at the AHATA Excellence Awards highlights the importance of this increasingly important segment of the tourism market.
The Growing Importance of Short-Term Rentals
Short-term vacation rentals have become a significant part of the global tourism industry, with platforms like Airbnb, Vrbo, and Booking.com revolutionising the way travellers find accommodation. In Aruba, this trend is no different.
The island has seen a steady rise in short-term rental properties as tourists seek more diverse lodging options. According to recent data, vacation homes in Aruba are experiencing increased demand, especially among families and larger groups who want the flexibility and space that traditional hotels may not offer.
For property management companies like Casiola, this growing market offers both challenges and opportunities. The challenges include ensuring that properties meet high standards of cleanliness, safety, and maintenance, while the opportunities lie in expanding the company’s portfolio and offering guests unique, private lodging experiences. Karlene and her team have been instrumental in capitalising on these opportunities, ensuring that Casiola remains at the forefront of the vacation home sector.
The Future of Aruba’s Tourism Industry
Aruba’s tourism sector is poised for continued growth, driven by increasing demand for both traditional hotel accommodations and alternative lodging options like vacation homes. The recognition of professionals like Karlene Serrada at the AHATA Excellence Awards underscores the island’s commitment to maintaining high service standards across all segments of the industry.
As the island looks to the future, it is likely that we will see continued diversification in its tourism offerings, with an even greater emphasis on high-quality short-term rental properties. By investing in local talent and focusing on service excellence, Aruba is positioning itself as a destination where guests can enjoy a range of accommodation options, from luxury resorts to private vacation homes.
For Karlene, the award serves as a testament not only to her hard work and leadership but also to the ongoing evolution of Aruba’s tourism industry. It reflects the growing importance of the vacation home sector and the recognition that professionals in this field play a crucial role in delivering exceptional guest experiences.
A Bright Future for Casiola Aruba and Aruba Tourism
In recognition of her exceptional contributions, Karlene Serrada’s honour at the 2025 AHATA Excellence Awards highlights her dedication to excellence in the tourism industry. Her work at Casiola Vacation Homes has contributed to the growth and success of the company’s portfolio in Aruba, and her recognition is a well-deserved acknowledgment of her leadership in an ever-evolving hospitality market.
For tourists planning to visit Aruba, this award is a reminder that behind the picturesque beaches and warm sunsets lies a thriving industry filled with professionals committed to providing the best possible experiences. Karlene Serrada, as part of the Casiola team, continues to set the standard for what it means to deliver excellent hospitality on the island.