American Express India has refreshed its top-tier charge card, the Amex Platinum Card, with some new updates. Let’s dive into the changes:
TImes Ace Membership:
The Times Ace Membership offers an extensive bundle of over 40 memberships, valued at ₹45,000. It includes noteworthy subscriptions like WSJ, Vogue, GQ, and Disney+ Hotstar. Additionally, members can enjoy exclusive deals on brands like Ajio Luxe, Uber, Starbucks, TUMI, Tata Cliq Luxury, and more. For instance, AMEX Platinum Charge cardholders already benefit from significant discounts on Tata Cliq Luxury, and now there’s a 10% discount on purchases above ₹8,000 (capped at ₹2,500 per transaction). Ajio Luxe also offers a 10% discount on transactions over ₹10,000.
While shopping discounts and Disney+ Hotstar will likely appeal to many, premium memberships like WSJ + Mint, Vogue, and GQ are still gaining traction in India. In contrast, Conde Nast Traveller stands out as a must-have membership. Though the Uber and Starbucks offers may not seem significant, the subscriptions and deals from Pharmeasy and Netmeds can provide considerable savings. Also, don’t overlook the flat ₹1,000 off on a minimum spend of ₹2,000 at TONI & GUY.
Hotel Memberships:
AMEX is now offering the AccorPlus Traveller membership, which is the same membership available with the Platinum Reserve card after its revaluation. It includes all the benefits of the Explorer membership but excludes the 2 Free Nights. Many had expected the Platinum Charge card to provide the Explorer membership, as the Free Nights add substantial value. However, the Postcard Hotel membership is a noteworthy addition, now exclusively available through the AMEX Platinum Charge card. Although there is currently no status match or fast track for Postcard Hotel membership, the 7% value back on stays can be redeemed for future bookings.
The i-Prefer Titanium membership holds limited value for most cardholders due to the relatively small number of affiliated hotels in India, and it can often be attained through status matches from Marriott and IHG. It is hoped that AMEX will reconsider offering the AccorPlus Explorer membership, which would greatly enhance the card’s value.
Savings on Apple Products: The "up to ₹8,000 cashback" offer, previously available occasionally from AMEX, has now become a permanent feature—a move we believe is highly welcome. Additionally, the flexibility to use the reward multiplier makes the card even more appealing, allowing cardholders to maximize their points accumulation effectively.
₹35,000 worth of Annual Benefits:
Unlike most lifestyle and super-premium cards, AMEX has never introduced a "fee waiver" based on spending for its Platinum Card. However, they now offer a "renewal benefit" tied to a spending condition of ₹20,00,000 per year. Of the three voucher options worth ₹35,000, the Postcard Hotels and Taj vouchers stand out as practical choices. While Taj vouchers have long been associated with AMEX, the inclusion of Postcard vouchers is a welcome addition. As seen in our Chief Editor @bhavyegoel's travelogue on Postcard Netravali, these vouchers can be used for a 3-night stay with a 2+1 night offer. Plus, with a 24-hour check-in and check-out facility, you effectively gain nearly an extra day of stay.
Though the return on spending is only 1.75%, this change is still a positive development. With this shift, AMEX is clearly encouraging cardholders to "spend more" on their Platinum Charge card. Many had previously acquired the card for its attractive joining bonus and hotel status benefits, but often closed the card after the first year when its value dropped. This renewal benefit aims to retain those users by adding ongoing value.
Guest Access Removal on Add-On card: In our view, this is a significant benefit, as Centurion Lounges have consistently been among the best airport lounges. Many cardholders had previously raised concerns about overcrowding, and this change should reduce the number of visits, benefiting both AMEX and existing cardholders and it'll allow the card users to enjoy the lounges in a more relaxed environment. Although the Guest Access benefit for the primary cardholder remains unchanged, add-on cardholders can still enjoy direct access to the lounges themselves, maintaining the overall value.
Removal of 10,000 Taj Voucher as Birthday Benefit: This feature had been a sweet spot for Platinum Charge cardholders for years, especially after its introduction during the pandemic, quickly becoming a favourite among users. However, the recent discontinuation of the voucher is a disappointing change and not a welcome move. Many cardholders will likely feel let down by this shift, as the voucher added significant value to the overall benefits package.
Ultimately, the Platinum Card is a lifestyle card, but you can easily achieve a better reward rate with lower-tier options. For many, the Platinum Card is more of a status symbol, where value-back propositions aren't the primary focus. However, if you're looking for substantial value in terms of reward points, this card has always been—and continues to be—overpriced. While its "lifestyle" benefits certainly cater to a specific user base, it’s not a card we can recommend for everyone.
If you're someone who values exclusive hotel memberships or enjoys discounts on luxury brands, this card might be for you. But if your focus is on accumulating reward points to fund travel or other needs, this card alone won't offer significant value. We would only recommend the Platinum Card if you plan to spend upwards of ₹20,00,000 in a membership year and place high value on the memberships and discounts it provides. Otherwise, it may just end up as a shiny metal card in your wallet without delivering the return you’re seeking.
New Benefits Added:
- 3 new complimentary elite tier membershipswith no qualifying criteria:
- Accor Plus Traveller membership
- The Postcard Hotel Sunshine Club – Platinum Tier
- I Prefer – Titanium membership at The Leela Hotels & Resorts, Dusit Thani, and more.
- Complimentary memberships to Amazon Prime Lite, Disney+ Hotstar, Wall Street Journal, and more.
- Savings worth up to ₹8,000 on Apple products: Get instant cashback on select Apple products when shopping on apple.in or in-store. Additionally, earn 5X points when shopping online via Reward Multiplier.
- Annual renewal benefit worth ₹35,000: Get vouchers from Taj Hotels, Reliance Brands Limited (Luxe Gift Card), and Postcard Hotels & Resorts worth up to ₹35,000 on card renewal when you spend ₹20,00,000 in a Cardmembership year.
Benefits Reduced:
- Supplementary Cardmembers will still enjoy unlimited access to The Centurion Lounges in New Delhi and Mumbai, but guest access has been discontinued. The primary cardholder can still invite two guests.
- The Taj vouchers worth ₹10,000 in your birthday month will no longer be offered.
Changes in Annual Fees:
The annual membership fee has been increased from ₹60,000 to ₹66,000 + 18% GST (₹77,880/- total), effective from October 8, 2024.TechnoFino Opinion:
While Amex has increased the Platinum Charge Card’s annual fees by 10%, the new benefits are debate-worthy to justify the price hike. For comparison, Amex US increased the Platinum Card fees from $550 to $695 in 2021, but they also introduced more meaningful benefits to offset the hike. In India, however, the Platinum Charge Card remains overpriced compared to its US counterpart, and this fee increase only adds to that. Or there is another take on it?TImes Ace Membership:
The Times Ace Membership offers an extensive bundle of over 40 memberships, valued at ₹45,000. It includes noteworthy subscriptions like WSJ, Vogue, GQ, and Disney+ Hotstar. Additionally, members can enjoy exclusive deals on brands like Ajio Luxe, Uber, Starbucks, TUMI, Tata Cliq Luxury, and more. For instance, AMEX Platinum Charge cardholders already benefit from significant discounts on Tata Cliq Luxury, and now there’s a 10% discount on purchases above ₹8,000 (capped at ₹2,500 per transaction). Ajio Luxe also offers a 10% discount on transactions over ₹10,000.
While shopping discounts and Disney+ Hotstar will likely appeal to many, premium memberships like WSJ + Mint, Vogue, and GQ are still gaining traction in India. In contrast, Conde Nast Traveller stands out as a must-have membership. Though the Uber and Starbucks offers may not seem significant, the subscriptions and deals from Pharmeasy and Netmeds can provide considerable savings. Also, don’t overlook the flat ₹1,000 off on a minimum spend of ₹2,000 at TONI & GUY.
Hotel Memberships:
AMEX is now offering the AccorPlus Traveller membership, which is the same membership available with the Platinum Reserve card after its revaluation. It includes all the benefits of the Explorer membership but excludes the 2 Free Nights. Many had expected the Platinum Charge card to provide the Explorer membership, as the Free Nights add substantial value. However, the Postcard Hotel membership is a noteworthy addition, now exclusively available through the AMEX Platinum Charge card. Although there is currently no status match or fast track for Postcard Hotel membership, the 7% value back on stays can be redeemed for future bookings.
The i-Prefer Titanium membership holds limited value for most cardholders due to the relatively small number of affiliated hotels in India, and it can often be attained through status matches from Marriott and IHG. It is hoped that AMEX will reconsider offering the AccorPlus Explorer membership, which would greatly enhance the card’s value.
Savings on Apple Products: The "up to ₹8,000 cashback" offer, previously available occasionally from AMEX, has now become a permanent feature—a move we believe is highly welcome. Additionally, the flexibility to use the reward multiplier makes the card even more appealing, allowing cardholders to maximize their points accumulation effectively.
₹35,000 worth of Annual Benefits:
Unlike most lifestyle and super-premium cards, AMEX has never introduced a "fee waiver" based on spending for its Platinum Card. However, they now offer a "renewal benefit" tied to a spending condition of ₹20,00,000 per year. Of the three voucher options worth ₹35,000, the Postcard Hotels and Taj vouchers stand out as practical choices. While Taj vouchers have long been associated with AMEX, the inclusion of Postcard vouchers is a welcome addition. As seen in our Chief Editor @bhavyegoel's travelogue on Postcard Netravali, these vouchers can be used for a 3-night stay with a 2+1 night offer. Plus, with a 24-hour check-in and check-out facility, you effectively gain nearly an extra day of stay.
Though the return on spending is only 1.75%, this change is still a positive development. With this shift, AMEX is clearly encouraging cardholders to "spend more" on their Platinum Charge card. Many had previously acquired the card for its attractive joining bonus and hotel status benefits, but often closed the card after the first year when its value dropped. This renewal benefit aims to retain those users by adding ongoing value.
Guest Access Removal on Add-On card: In our view, this is a significant benefit, as Centurion Lounges have consistently been among the best airport lounges. Many cardholders had previously raised concerns about overcrowding, and this change should reduce the number of visits, benefiting both AMEX and existing cardholders and it'll allow the card users to enjoy the lounges in a more relaxed environment. Although the Guest Access benefit for the primary cardholder remains unchanged, add-on cardholders can still enjoy direct access to the lounges themselves, maintaining the overall value.
Removal of 10,000 Taj Voucher as Birthday Benefit: This feature had been a sweet spot for Platinum Charge cardholders for years, especially after its introduction during the pandemic, quickly becoming a favourite among users. However, the recent discontinuation of the voucher is a disappointing change and not a welcome move. Many cardholders will likely feel let down by this shift, as the voucher added significant value to the overall benefits package.
Ultimately, the Platinum Card is a lifestyle card, but you can easily achieve a better reward rate with lower-tier options. For many, the Platinum Card is more of a status symbol, where value-back propositions aren't the primary focus. However, if you're looking for substantial value in terms of reward points, this card has always been—and continues to be—overpriced. While its "lifestyle" benefits certainly cater to a specific user base, it’s not a card we can recommend for everyone.
If you're someone who values exclusive hotel memberships or enjoys discounts on luxury brands, this card might be for you. But if your focus is on accumulating reward points to fund travel or other needs, this card alone won't offer significant value. We would only recommend the Platinum Card if you plan to spend upwards of ₹20,00,000 in a membership year and place high value on the memberships and discounts it provides. Otherwise, it may just end up as a shiny metal card in your wallet without delivering the return you’re seeking.
