American Express Listens to Customers, Adds More Card Benefits to Heighten Brand Loyalty

Listening to customers and evolving with them can only mean good things for a loyalty marketer.

Take American Express. It listened to its customers and has revealed a new generation of benefits for its iconic Platinum Card. The benefits have been redesigned to over-deliver in the areas that matter most to global travelers, whether they are traveling across the globe or in their home city.

Starting March 30th, here’s what Platinum Card members will receive access to:

  • Uber Rides with Platinum: Through an exclusive Uber in-app experience, Card Members will receive up to $200 in annual credits for rides within the U.S., as well as VIP status where available. 
  • 5X Membership Rewards: In addition to the recently unveiled 5X points for flights when booked directly with airlines or American Express Travel, Card Members will receive 5X Membership Rewards points for eligible hotel bookings.
  • Expansion of the Global Lounge Collection: Card Members will have access to the growing Global Lounge Collection -- over 1,000 airport lounges, located in 500 cities, across 120 countries.
  • Complimentary Additional Gold Cards: Card Members will be able to add additional Gold Cards on their Platinum Card Account for no annual fee.
  • Access to a new Global Dining Collection: American Express is partnering with world-renowned chefs to provide one-of-a-kind dining experiences around the world.
  • More Global Events: American Express is expanding its By Invitation Only® program to include more experiences in top destinations around the world, such as the Grand Prix de Monaco, French wine country and fashion tours with Harper’s Bazaar to celebrate the magazine’s 150th Anniversary.
  • Continued value at Fine Hotels and Resorts: Card Members will receive benefits such as complimentary daily breakfast for two and guaranteed 4 p.m. late checkout.
  • New Card Design: American Express is introducing a new, sleek metal Card design.
“The new benefits and additional value are in response to our Card Members’ evolving tastes and preferences,” Charlotte Fuller, vice president of communications for American Express, explained to Loyalty360. “Our Platinum Card has continued to add new benefits nearly every year. Last year, we shared that we would continue to invest in our premium customer base and the products that serve them. We’ve done this by listening to our Card Members and adding value that meets their changing needs.”

For more than 33 years, Fuller noted, “our Platinum Card has defined the premium category and we’ve continued to add new benefits by listening to our Card Members and adding value that meets their changing needs. We’ve always believed that great service and added value are the keys to attracting and keeping a loyal Card Member base, which has helped us acquire record levels of new cards in a competitive marketplace.”

Fuller said the Platinum Card has defined the premium card space and set the standard for global travelers who expect exclusive access, unique experiences, and best-in-class service.

“We have the largest global airport lounge network compared to any other U.S. Card,” she explained. “We’re also the only Card product that provides automatic monthly Uber ride Credits for U.S. rides and VIP status. We’ve always been known for special access, whether that’s presale tickets or hard to get reservations.” 

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