Ecobank Uganda is seeking to push its banking relationship with customers beyond financial transactions through a new partnership with Serena Hotels that will give cardholders access to discounts and other privileges across the hospitality group’s properties in Africa and Asia.
The partnership, launched in Kampala on Aug. 7, brings together two brands with extensive regional footprints as banks and hospitality companies increasingly look beyond their traditional products to build stronger relationships with customers.
Under the arrangement, Ecobank debit and credit cardholders will receive discounts on accommodation, dining, spa treatments, airport transfers and other services at participating Serena properties.
The benefits include a 10% discount on accommodation, 15% on Maisha Spa treatments, 7.5% on food and beverages, and 5% discounts on Serena gift shops, hair gallery services, airport transfers, and full-day car hire. Cardholders will also receive priority on hotel reservation waiting lists, access to selected Serena member events, bonus and double loyalty-point promotions, and a complimentary tropical fruit basket during eligible stays.
The partnership covers Serena properties in Uganda, Kenya, Tanzania, Rwanda, Mozambique, the Democratic Republic of Congo, Afghanistan, Pakistan, and Tajikistan.
For Ecobank, the deal is part of a broader attempt to turn its cards and digital payment platforms into lifestyle products rather than simply tools for making payments. Speaking on behalf of Grace Muliisa, Managing Director of Ecobank Uganda, Helen Luyima, Country Head of Client Coverage & Solutions, Corporate and Investment Banking, said the bank wants customers to see value in their relationship with Ecobank beyond conventional banking services.
“At Ecobank, we believe banking should create value beyond financial transactions. This partnership with Serena Hotels reflects our commitment to delivering exceptional experiences that reward our customers for choosing Ecobank every day,” Luyima said.
She added, “As customer expectations continue to evolve, we remain committed to building partnerships that enhance everyday life while supporting the adoption of secure, cashless payments. This collaboration is another step towards creating an integrated banking ecosystem that places our customers at the center of everything we do.”
The partnership comes as competition among banks increasingly extends beyond interest rates, loan products, and transaction fees to the wider customer experience. For Ecobank, its Pan-African footprint (spanning 33 African countries) offers an opportunity to market the partnership to customers who travel frequently for business or leisure. Serena Hotels operates 33 properties across its markets, and the two companies say this shared regional footprint is one of the reasons behind the partnership.
Ashish Sharma, Managing Director and CEO of Serena Hotels Africa, highlighted the hospitality group’s long-standing presence and its loyalty programme, including the Prestige Club, which allows members to accumulate points. The group has introduced a higher-tier Prestige Plus membership at an annual fee of $95, offering cash discounts on selected services.
Serena has also launched a mobile application for Apple and Android devices, allowing members to manage their loyalty accounts, track membership levels, and redeem points across its properties. Khaled Helmy, General Manager of Kampala Serena Hotel, said the partnership combines hospitality with the growing use of digital payments.
“At Serena Hotels, we are committed to creating memorable experiences that exceed our guests’ expectations. Our partnership with Ecobank Uganda brings together two trusted brands with a shared commitment to excellence, innovation and customer satisfaction,” Helmy said.
Ecobank’s Head of High Value Segments, Wealth Management, and Retail Banking, Anthony Gacheru, described the arrangement as a “luxury lifestyle ecosystem” linking the bank’s premium customers to Serena’s hospitality network. The partnership is particularly tied to Ecobank’s Visa Infinite and Gold cards, with the bank positioning the benefits as an incentive for customers to use its cards for everyday and travel-related transactions.
The push illustrates how financial institutions are increasingly packaging banking products with non-financial services as they compete for high-value customers. Beyond the commercial proposition, Serena also highlighted its sustainability agenda, with Sharma noting the company is moving towards regenerative sustainability, extending environmental expectations to suppliers and procurement partners.
