AmEx Forms Three Levels of Rewards
American Express has revamped its rewards program to create three levels of membership.
The new levels of the Membership Rewards program are based on which AmEx cards consumers hold.
Membership Rewards Express is set for consumers with AmEx and Blue credit cards. Platinum and Centurion cardholders get Membership Rewards First. Members with green and gold charge cards retain their standing in the flagship Membership Rewards program.
All three levels get a new feature, Points Advance, that lets members borrow against future points. Express members can borrow up to 5,000 points, redeeming now for points they’ll accrue in the future. Rewards First cardholderscan borrow up to 60,000, and flagship Rewards members can borrow up to 15,000.
The full program also adds a new casual dining category to redeem points at restaurants including The Cheesecake Factory, California Pizza Kitchen, P.F. Chang’s China Bistro, Red Lobster and Olive Garden.
The Express level lets members earn and redeem faster, for shopping, dining, entertainment and some travel rewards. Cardholders earn double points for online purchases made through BonusPointsMall.com, which includes 160 retailers, and on travel that’s booked through AmEx’s travel Web site. They also can redeem points for an Express Rewards Hotel Card, a prepaid card worth $25, $50 or $100 in services at Marriott and Radisson hotels.
Flagship Membership Rewards get all the benefits of the Express level, and other perks. Members can transfer points to 20-plus frequent flyer and hotel loyalty programs, and redeem points for travel certificates. Members can use AmEx’s new Flight Finder and Room Finder booking service to book travel through multiple airline and hotel loyalty programs in a single transaction.
Meanwhile, the upscale Membership Rewards First tier lets high-end cardholders redeem points for luxury goods including jewelry, clothing, and travel packages from partners such asLamborghini, Neiman Marcus, The Ritz Carlton and Tiffany & Co. Members earn triple points on BonusPointsMall.com purchases, and get a dedicated 800 number for customer service.
