Amex CEO Admits: ‘We Made Benefits Hard To Use On Purpose’—Now Reveals Plan For Even Higher Fees

I found six things interesting in the second quarter American Express earnings call that should be interesting for travelers and Amex rewards card customers. Here are takeaways from CEO Steve Squeri about lounges, how they bump up your fees, and who is spending on travel:

  1. The American Express lounge strategy is (1) coordination with Delta (2) expand lounges (3) add satellite second lounges like their just-announced Sidecar spaces.

    The other thing is we’re built we’re trying to make the lounges bigger. I think this whole lounge game has been a boon for airport authorities in terms of how many lounges they can put in. And the other thing we get innovative, look, in Vegas, we just did what we call sidecar, right, which is a more of a small kind of, I don’t know, maybe call it a speakeasy kind of of lounge where if you just want to go in for a quick drink or grab something quickly, you you can you can do that. And I think we work really, really closely with our partner Delta, in in those airports where we have, you know, either we don’t have a lounge or we do have, lounges together to try and to try and move move traffic around a little bit.

    But I think you’ll continue to see more innovation here. You’ll look at more expansion of existing lounges where we can get space, and you’ll look at a strategy that looks at satellite locations so that we can handle the demand that we get.

    Of course when Amex started opening lounges they focused on locations where Delta didn’t have lounges, since Delta’s lounges provided them with a base of a lounge network. But then they were really filling Delta lounges, and my impression is that Delta sort of made them open lounges in Delta terminals. Getting more continguous space with existing lounges is really tough, so offering more than one lounge is smart and offering a concept that lets them take advantage of smaller spaces that open up is, too.

  2. When Amex raises annual fees, it generates more revenue. They acquire more customers (they have been aggressive with this, so it’s likely unrelated to the product changes) and only lose a small amount of spend from customer attrition. In other words, they haven’t yet hit that part of the curve where higher fees chase away customers and depress spend volume.

    [I]n each of the recent refreshes we’ve done for our U.S. Consumer Gold, Delta and Hilton cards over the last two years, customer demand has increased, driving double digit account growth. Revenue growth in each of the three portfolios is up over 30% with card fee revenues up at least 60%. And spend retention remains very high at 98% and we’ve seen no meaningful change after the refreshes. Additionally, the high credit quality of the new customers we’re bringing in has helped us widen the gap between our credit metrics and the rest of the industry.

  3. Amex Platinum is going to see a higher annual fee, along with more coupons (benefits from “world class partners” i.e. more merchant-funded offers) and the increase top-line benefit value will be greater than the fee increase.

    As we look ahead to our U. S. Platinum launches, you can expect to see the same formula, providing the best premium experience to card members with more differentiated benefits and more world class partners joining us to offer card members more value that substantially exceeds the annual fee.

    I’ll tell you what, if you don’t tell anybody, I’ll give you the preview. The look, I think that yes, look, I’m not going to get into ratios here, but what I would say is our strategy has always been to if we do raise the fee, it has always been to add incrementally a lot more value. In terms of so yes, that’s the same playbook.

  4. He admits they used to come up with benefits that were almost unusable, in order to contain cost. Now they have offerings that many consumers won’t want to use, but that picking and choosing benefits cardmembers see themselves getting enough value to justify the price.

    In terms of as you think about the consumer, years ago when we used to do these things, we used to try and figure out how consumer couldn’t use the products and services. But what we find is we make these things really easy for consumers to use now.

    And we make it such that it’s a wide range of value. And so while not every consumer will use 100% of the value, Getting back to your second point, we have enough disparity in the price and the value that you don’t need to use all the value to get the value out of the product. …not every card member uses uses every benefit. But but that’s okay because it gives people the opportunity to pick and choose, but they do use enough of the of the services and the benefits that it more than outweighs whatever fee they’re gonna pay.

  5. Airline ticket purchases are slowing, but mostly for coach. Hotel spend is slowing down, but not at the highest-end.

    [W]hat we’re seeing right now is, very consistent spending. You’re seeing a little bit of a slowdown in airline, not necessarily front of the cabin. You’re seeing a little bit of a slowdown in lodging, but again, not necessarily on the high transactions, which which are up. But goods and services continue to be resilient and, you know, our our Gen Zs and our millennials continue to be, consistent.

  6. New cardmember acquisition is where they get their growth, since there’s only so much more spend they can drive from existing customers. American Express opened 1.5 million cards in the second quarter.

    One of the things that provides support to our billing growth is the strength of our new account origination. And you certainly saw that we added a little bit more disclosures and details on our new cars acquired and 3,100,000 new cards this quarter and 1,500,000 in The U. S. Consumer.

American Express still sees headroom to charge customers more, and make them feel o.k. with it by selling access to their cardmembers to adjacent brands in exchange for coupons and discounts. That strategy will work until they reach some theoretical limit – but they haven’t found it yet. As long as they keep promising you a somewhat better experience in aspirational portions of your life like travel, you will keep paying and keep spending on their cards.

About Gary Leff

Gary Leff is one of the foremost experts in the field of miles, points, and frequent business travel - a topic he has covered since 2002. Co-founder of frequent flyer community InsideFlyer.com, emcee of the Freddie Awards, and named one of the "World's Top Travel Experts" by Conde' Nast Traveler (2010-Present) Gary has been a guest on most major news media, profiled in several top print publications, and published broadly on the topic of consumer loyalty. More About Gary »

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Comments

  1. Net new paying cardholders would be interesting. They have cardholders close accounts, pass away, etc. Also pay (i.e. non military, etc) would be interesting as well.

  2. So far, the Delta Reserve and Hilton cards are break even. Without them, I would spend the annual fee on benefits I actually use. If the fees go up more, what is already an annual reevaluation, may just be a cancellation timing event.

    The economy is tightening and inflation is real. They can game the system all they want, but once most of us walk, we are gone.

    So far, all the ride sharing credit, Retsy credits are useless.

    I had to buy a Delta lounge membership again this year, MQMs provide nearly zero value to me based on current status and travel routes.

    Amex lounges have proven to be unusable due to location and on the three times I’ve tried, could only get in once and that one was packed.

    Priority pass, while the lounges aren’t as fancy, has been much more usable.

  3. @Doug – where do you live? The Resy credit is very easy to use at a wide variety of restaurants I would go to anyway. I count it 100% in value against the AF. Also I get good value from Uber (Uber eats). The FHR records it is also easy to use and I have no problem getting value from the airline credit (and I’m lifetime elite on DL, AA and UA so not using it to offset seat or baggage fees).

    There – I have already easily covered the AF and get the insurance, lounges, International Airlines Program etc for “free”. Can’t wait to see what they add. Already excited to use the new CSR benefits. That coupled with my Amex Platinum and Gold cards covers so much I would otherwise spend!

  4. So the only winners here will be military….you know, those people who have 600 credit scores, applied for a government job, got the job, eat for free, live for free and get j**erked off at parades, NFL and MLB games.

  5. Did he say anything about retention offers?

    He hasn’t hit a limit but I have. Without offers, I’m downgrading or closing all premium cards this year, and the one exception I might keep will not be Amex.

  6. Hey, @Gene, does this mean I should probably close at least two of our four Platinum cards, or, you know, keep screwing myself? ‘Thank you for your attention to this matter…’

  7. Glad they are recognizing their occasional chintziness. I have a Delta Amex Reserve card. At DEN’s Centurion lounge, Amex walked me because I was not flying on a Delta ticket – DESPITE a big sign saying that the Centurion lounge is open to Amex cardholders. Decided on the spot not to make a stink (what would I have accomplished?!?) but have not forgotten – and will not forget – Amex’ gaffe.

  8. @Richard Voit — Oh, so YOU were THAT guy… sheesh! (Kidding, didn’t see you, but I was literally just at the DEN Centurion. What you described is them just following the rules, apparently against your favor. Gotta read that fine print! Delta Reserve Amex access to Centurion is only when flying Delta. It’s been that way for a while. Don’t you have an Amex Platinum like the rest of us suckers? You’d probably need one of those if you aren’t flying Delta with only the Delta Reserve. Anyhoo…

  9. @Richard Voit–I carried the Amex Delta Reserve card for many years. It has never been valid for the Centurion lounges UNLESS you were flying that day on DL. That has always been in the cardmember agreement for that particular card.

  10. Richard Voit, you might want to fully read the terms and conditions of your Amex Delta Reserve Card.

  11. @ 1990 — I have closed 6 Plat Biz and a Plat Personal in the past 2-3 years. Holding none now, but will be happy to snag another fat bonus at some later date. The Delta Plat and Reserve family and the Hilton Aspire are still keepers, but the rest is not worth the effort without 100k+ SUB, and then only for a year. My SO currently has the Plat business and Plat personal, but only for the business SUB and 5x on airfare.

  12. In the last several years we went from Amex platinum, down to gold, and just last month down to basic green. Fees are too high. We don’t use Centurion lounges anymore due to long lines and not usually in the terminal we need. And then a lot of places that we used to use Amex for stopped accepting points transfers altogether. It now sits in my wallet as an emergency back-up card while traveling, in case one of my Chase visas gets rejected.

  13. I do not have Amex because their “benefits “ suck, merchants get hosed and their fees suck. Other than that, it’s a great company! lol.

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