From cards to comfort

On a humid evening in Dhaka airport, travellers move in slow waves through security and crowded gates. But tucked behind those lines is a very different world: EBL's Skylounge. Here, the clatter fades into soft music, the air smells faintly of fresh coffee, and passengers sink into armchairs instead of plastic seats. It feels more like a boutique hotel than an airport terminal. And that's exactly the point.

Banking on travel as lifestyle

Eastern Bank Limited has been steadily reshaping its identity. Once known only for reliable retail banking, the institution is now presenting itself as a lifestyle brand. Lounges, travel perks, and even biometric metal credit cards are part of that strategy. The idea is simple: affluent and ambitious customers don't just want financial services, they want experiences. By tying airport lounges to premium card programs, EBL is betting that comfort before takeoff will translate into loyalty at home.

The bank's mission statement emphasizes "service excellence" and innovation, and its travel portfolio reflects that. Partnerships with ShareTrip and TravelArt, the global Lounge Key network, and the showpiece Skylounge in Dhaka signal a deliberate effort to align with global standards. For customers, it means their cards no longer feel provincial, they compete internationally.

Premium cards, global standards

The rollout of EBL's biometric metal card with MasterCard shows how seriously it is chasing premium benchmarks. Beyond sleek design, the card combines enhanced security with an aura of exclusivity. It sits alongside more accessible products, like debit cards that also unlock lounge visits. This layering of benefits widens the market: while unlimited access and metal cards appeal to the elite, the middle class is also beginning to dip into premium banking. Rising travel and digital adoption mean even occasional fliers see value in a quiet lounge before a flight.

Comfort has its costs

Of course, the model is not without challenges. Lounges are expensive to run. A buffet catered by The Westin, shower facilities, quiet rooms, and attentive staff all demand ongoing investment. As more cardholders and business-class passengers gain access, space and service quality risk being stretched. Overcrowding, inconsistent food standards, and staff training lapses can quickly erode the promise of exclusivity. Add to that the regulatory hurdles of operating in busy airports, and it's clear that maintaining polish requires constant oversight.

The Skylounge experience

Step inside Skylounge and the effort to justify those costs is visible. Travellers find more than food and Wi-Fi: there are prayer rooms, baby care spaces, business centers, and even dedicated facilities for people with disabilities. Showers and charging docks address practical needs, while quiet rooms and makeup areas hint at luxury touches. Access rules are carefully tiered. Platinum, Signature, Infinite, Diners, and MasterCard holders enjoy unlimited entry, while Supersaver debit card users get a limited four visits per year. Families aren't left out. Primary cardholders can bring a guest and two children free, while walk-ins are welcome for a fee.

A growing market and its limits

The strategy plays well in a country where international travel is rising and a young, aspirational middle class wants global perks. Partnerships with airlines and travel agencies sweeten the deal, while digital adoption makes co-branded offers easier to use. Yet affordability and awareness remain barriers. Outside Dhaka and Chattogram, many potential customers may not even know these perks exist. Infrastructure is another constraint: Bangladesh's airports must keep up with demand if lounges are to remain havens rather than overflow rooms.

More than a perk

Still, the direction is clear. By turning banking into a travel companion, EBL is carving out a differentiator in a crowded financial market. Lounges are no longer an indulgence for a select few; they are becoming part of the journey for a growing number of Bangladeshis. And every time a traveller swipes their card and steps out of the chaos into calm, they are reminded of who made it possible. For EBL, that moment of quiet comfort is worth the investment.