Even as American Express Co. seeks a less elite audience in the U.S. for its digital wallet and gift cards, its unit in Canada is aiming for the big spenders by boosting its platinum-level perks.
The refurbished platinum version of the card, which carries an annual fee of US$683.75, or $699 in Canada, continues to offer 1.25 points for every dollar spent on the card, along with exclusive access to events and entertainment, but the card's latest enhancements center specifically on travel perks.
New benefits include a complimentary membership in Priority Pass, a program that provides members with access to more than 600 airport lounges internationally, along with discounted parking and complimentary valet service for cardholders at Toronto Pearson International Airport.
Cardholders also receive a one-year free membership in Preferred Hotel Group's Preferred Golf, a $295-a-year program that provides access to elite golf courses around the world and complimentary golf rounds when combined with hotel stays.
The platinum card also now provides a $200 annual travel credit cardholders can use toward any single travel booking of at least $200.
These enhancements are meant to strengthen Amex's position as well as the status of platinum-level cards.
"In recent years we have seen an almost countless number of new platinum branded credit cards that have somewhat clouded the premium market," Jennifer Hawkins, Amex Canada's vice president of consumers cards, said in a June 29 press release.
Amex says its new benefits will roll out by the end of this year.