American Express is giving its Gold Card another shake-up, adding new perks and bonuses six months after raising its annual fee. The changes, effective April 30, coincide with the card's 60th anniversary and aim to justify the higher $325 fee introduced in October 2025, up from $250.
Travel Enhancements
The most significant shift is in travel rewards. Cardholders will now earn 5X points on prepaid hotels booked through Amex Travel, up from 2X previously. Additionally, Amex is adding rental car perks with Hertz, granting Gold members 'Five Star' status, which includes skipping the counter, adding a second driver for free, and potential upgrades.
Dining Credits Updated
Dining perks, a key feature of the card, are being tweaked. The $120 annual dining credit remains, but new partners like Buffalo Wild Wings and Wonder have been added, giving users more options to use the $10 monthly credit.
Limited-Time Offers
Several limited-time deals are available, including up to $96 back on an Uber One subscription and a 20 percent bonus when transferring points to Hilton Honors. Hotel deals through Amex's 'Hotel Collection' offer free extra nights, room discounts, and credits worth $150 or more at select properties.
Competitive Landscape
The update comes as banks compete fiercely for younger customers who prioritize travel and dining. Amex reports that 74 percent of Millennials and Gen Z view travel as a 'must-have' expense, driving the addition of travel perks. Rivals like JPMorgan Chase have revamped their Sapphire Reserve card with travel benefits and sign-up bonuses, while Citigroup promotes its Citi Strata Premier Card with bonus points and travel credits.
Amex is also pushing its premium Platinum card with sign-up bonuses up to 175,000 points and heavily promoting its Delta co-branded cards, such as the Delta SkyMiles Gold American Express Card offering up to 80,000 bonus miles and a first-year $0 annual fee before rising to $150. Newer players like Bilt allow users to earn points on rent, further intensifying competition.
New Perks at a Glance
- 5X points on hotels via Amex Travel (up from 2X)
- Annual fee now $325 (raised from $250 in October 2025)
- $120 dining credit stays with new partners like Buffalo Wild Wings and Wonder
- Hertz Five Star status with benefits like skipping the counter and free extra driver
Limited-Time Offers
- Up to $96 back on Uber One until October 30, 2026
- 20% bonus on Hilton transfers until May 30, 2026
- Hotel deals at 250+ properties in 40+ countries: free nights, discounts, $150+ credits until July 15, 2026
- Extra Amex Offers (targeted, enrollment required)
Bonus Extras
- STAUD collection: 8 pieces priced $145–$595
- Spend $350, get $90 back until June 30, 2026
- Includes 'Member Since '66' T-shirt and travel-themed items
The Catch
- Fee already jumped to $325 (from $250)
- $10-a-month credits are use-it-or-lose-it
- Lots of hoops: enroll, use partners, book via Amex
- Deals expire; some perks short-lived
- Not for everyone; offers are targeted
- Narrow rewards: 5X only via Amex Travel
- Spend to save: some deals need upfront spend
