Air Serbia and Alta Bank launch new strategic partnership and Elevate co-branded card

Air Serbia and Alta Bank have signed a Letter of Intent, launching their collaboration on the development of a co-branded payment card for members of Air Serbia's new loyalty program — Elevate.

The new loyalty program is designed to strengthen the airline's relationship with passengers by introducing additional benefits and a personalized approach for every member.

"Our partnership with Alta Bank is part of our ongoing efforts to enhance the customer experience and make the Elevate loyalty program accessible to more travellers. Our goal is for the program to become part of our members' everyday lives by offering benefits that extend beyond travel alone. The new co-branded card will make it even easier to earn points while adding value to everyday purchases and activities," said Jiří Marek, CEO of Air Serbia.

“At Alta Bank, clients and their needs always come first. Every decision we make, and every partnership we build, is aimed at making the banking experience simpler and more efficient through solutions that enhance the quality of the services we provide. That is precisely why we choose our partnerships thoughtfully and develop them consistently, with a clear purpose and measurable results. Cooperation with Air Serbia and Visa enables us, through the synergy of different services, to offer solutions that are a natural part of everyday life and that bring tangible benefits to our clients. Our ambition is to stay one step ahead of their expectations through initiatives like these,” said Dr. Una Sikimić, CEO of Alta Bank.

One of the key features of the Elevate program is the ability to earn points through a wide range of partner services and offerings, not just when purchasing airline tickets. Through its partnership with Alta Bank, the program is further evolving into a model that combines travel and everyday shopping into a single, integrated customer experience.

The partnership with Alta Bank builds on Air Serbia's existing collaboration with Visa. By combining banking services, a global payment infrastructure, and the aviation industry, customers will enjoy an enhanced digital experience, along with additional benefits such as easier points accumulation, exclusive offers, and a variety of rewards throughout every stage of their travel journey.