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Kampala, Uganda | PATRICIA AKANKWATSA | 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. By combining secure digital payments with premium hospitality and lifestyle benefits, we are providing our customers with greater convenience, exclusive privileges and memorable experiences across the region.”
“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,” she added.
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 offers an opportunity to market the partnership to customers who travel frequently for business or leisure.
Serena Hotels operates 33 properties across its markets, while Ecobank has a presence across 33 African countries.
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, said the hospitality group has operated for more than five decades and now has properties stretching from East Africa to Pakistan and Tajikistan.
The Serena network includes properties in Uganda, Kenya, Tanzania, Rwanda, Mozambique, the Democratic Republic of Congo, Pakistan and Tajikistan.
Sharma also highlighted Serena’s loyalty programme, including its 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. Members can receive discounts of 50% when dining as two people, 33% for three diners and 25% for four.
The benefits extend to food and beverages, laundry, Maisha therapy massage and accommodation.
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.
The hospitality company is positioning the loyalty programme as another way of keeping customers within its network as they travel between markets.
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. We are delighted to extend these exclusive privileges to Ecobank cardholders and look forward to welcoming them across our properties throughout the region. Together, we are creating greater value for travelers by combining world-class hospitality with the convenience and security of digital payments, ensuring every stay is even more rewarding.”
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.
Gacheru also promoted Ecobank’s “Ready for Your Next Move” campaign, which offers customers the opportunity to access up to $1 million within 48 hours, subject to the bank’s lending requirements.
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. Sharma said the company has invested in sustainability for decades and now publishes audited integrated financial reports covering its sustainability performance.
He said the company is moving towards what he described as regenerative sustainability, extending environmental expectations to suppliers and procurement partners.
