American Express has confirmed plans for significant updates to its Consumer and Business Platinum Cards, marking what the company describes as its largest single investment in card refreshment. The announcement comes as the 174-year-old financial institution seeks to modernise its flagship products whilst preserving the premium appeal that has defined the Platinum brand since its 1984 launch.
“More than forty years ago, we introduced the Platinum Card, and we continue to offer Platinum Cards with global servicing, unique benefits and experiences that our Card Members love. Platinum Card benefits and services resonate across generations, particularly with Millennial and Gen Z who accounted for 35% of total U.S. Consumer spending last quarter. We’re going to take these Cards to a new level, not only in what they offer in travel, dining and lifestyle benefits, but also in how they look and feel, to meet the evolving needs of our customers.”
Howard Grosfield, Group President, U.S. Consumer Services at American Express
Howard Grosfield, Group President of U.S. Consumer Services, emphasised the enduring relevance of Platinum Card benefits across demographic groups. The company has observed particularly strong engagement from Millennial and Generation Z customers, who accounted for 35% of total U.S. Consumer spending during the most recent quarter. These younger cohorts demonstrate sustained appetite for the card’s travel, dining, and lifestyle benefits, validating the brand’s cross-generational appeal.
The planned enhancements will address both functional improvements and aesthetic considerations, reflecting the company’s recognition that premium customers expect evolution alongside tradition. The refresh encompasses not merely benefit structures but also the physical and digital presentation of the cards themselves.
Lounge access expansion continues momentum
The organisation maintains its position as the credit card industry’s largest provider of airport lounge access, offering entry to over 1,550 lounges across more than 500 airports globally. This network advantage forms a cornerstone of the Platinum proposition, particularly as business and leisure travel patterns continue recovering and evolving post-pandemic.
Three additional Centurion Lounges will open within the next twelve months, located in Newark, New Jersey; Salt Lake City, Utah; and Tokyo, Japan. These additions will bring the total Centurion Lounge count to 32 locations, reinforcing the company’s strategy of combining third-party lounge partnerships with proprietary facilities. The Centurion Lounges offer controlled environments tailored specifically for cardholders, featuring premium dining options, spa services, and dedicated work spaces.
The expansion reflects careful market analysis identifying high-traffic airports where demand exceeds current supply. Salt Lake City addresses a western U.S. gap, whilst Tokyo strengthens the company’s Asian presence during a period of renewed trans-Pacific business activity. Newark provides additional capacity in the crucial New York metropolitan area, complementing the existing LaGuardia facility.
Dining platform integration accelerates
The company’s dining strategy centres on Resy, which provides reservation access across more than 30 countries at over 20,000 restaurants worldwide. This platform functions as both a benefit and a data collection mechanism, enabling the organisation to understand customer preferences whilst strengthening restaurant partnerships.
The recent acquisition of Tock will add approximately 7,000 restaurants, wineries, and venues to the existing platform. This integration significantly expands coverage in fine dining and experiential venues, categories that align closely with Platinum cardholder spending patterns. Tock’s strength in reservation management for high-end establishments complements Resy’s broader market coverage.
Restaurant partnerships provide mutual benefits, with establishments gaining access to affluent customers whilst the company secures preferential treatment for cardholders. The dining network creates switching costs that help maintain customer loyalty whilst generating valuable transaction data for targeted marketing and partnership development.
Hotel programme maintains competitive positioning
Fine Hotels + Resorts and The Hotel Collection continue expanding their portfolios, currently encompassing 2,600 curated properties. The programmes add hundreds of new properties annually, focusing on popular destinations where demand for premium accommodations remains strong.
Fine Hotels + Resorts maintains its distinction as the only credit card issuer programme guaranteeing 4:00 p.m. late checkout at over 1,600 locations worldwide. This seemingly minor benefit addresses a common traveller frustration whilst demonstrating the company’s ability to negotiate favourable terms with hotel partners.
The hotel partnerships generate revenue through multiple channels whilst providing cardholders with upgrades, amenities, and preferential treatment. Properties benefit from guaranteed payment and access to affluent travellers, creating mutually beneficial relationships that support programme expansion.
Business card evolution addresses commercial needs
The Business Platinum Card refresh will emphasise practical benefits that support company growth rather than purely lifestyle enhancements. Business cardholders require different value propositions compared to consumer customers, with emphasis on expense management, rewards optimisation, and operational efficiency.
Current Business Platinum Cards offer flexible spending limits that adjust based on purchase patterns, payment history, and credit profiles. This adaptability addresses a key pain point for growing companies whose capital requirements fluctuate seasonally or project-based. Virtual card capabilities provide enhanced security and expense tracking, whilst cashflow management tools help businesses optimise working capital.
The company positions itself as a pioneer in premium business card experiences, leveraging decades of commercial banking relationships alongside consumer insights. Business cardholders maintain access to dining, lounge, and hotel benefits, recognising that business travel often involves personal time and relationship building.