Bangkok, Thailand – American Express announces a major revamp of its Platinum Card benefits, focusing on pampering high-end customers with exclusive services and experiences that cater to every lifestyle, from travel and dining to networking. The company emphasizes its role as a “travel companion” that takes care of customers at every step of their journey.
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Prom Sirisant, Thailand Country Manager of American Express, stated that the company aims to be a leader in the premium credit card market in Thailand. He acknowledged that this customer segment demands superior service, exceptional experiences, and unique benefits. American Express prioritizes understanding customer behavior through research, using insights to design new benefits that precisely meet their needs. The focus is on being a “travel companion” who assists customers from the initial travel planning stage until they return home.
New Benefits for Travelers
For travel enthusiasts, American Express has added a variety of benefits, including a personal concierge service that provides advice and assists with booking hotels, restaurants, and other services. Cardholders can also enjoy limousine airport transfers and access to exclusive airport lounges worldwide.
Furthermore, American Express has partnered with over 30 leading hotels worldwide to offer cardholders a complimentary one-night stay. The Fine Hotels & Resorts program, in collaboration with over 2,600 hotels worldwide, provides benefits such as discounts, hotel credits, and special services like early check-in, late check-out, room upgrades, and daily breakfast for two.
Delightful Dining with High-Value Credits
Recognizing that this customer group enjoys dining, American Express offers a credit of up to 14,000 baht for Michelin-starred restaurants worldwide (7,000 baht for domestic and 7,000 baht for international restaurants). In 2025, card members can utilize this benefit at 50 participating restaurants in Thailand, an increase from 20 restaurants last year.
To cater to customers who prefer domestic experiences, American Express has partnered with leading restaurants in Thailand to offer a range of benefits, including discounts and cashback. The “Platinum 1 for 1” platform provides “buy 1 get 1 free” or “pay for the first, get the second free” privileges for hotels, restaurants, and various services.
American Express emphasizes network building and provides opportunities for customers to connect through exclusive events such as social gatherings and product launches. A special program for new customers offers a luxurious stay at the Dusit Thani Bangkok hotel.
Dusit Thani Bangkok: A Key Partner
Adrian Rudin, Managing Director of Dusit Thani Bangkok, expressed his honor in collaborating with American Express Platinum Card. He highlighted that both brands share the same goal: to provide exceptional customer experiences.
“Today, experience is key. We all look for great experiences in life, wherever we travel. I think this relates directly to us, especially when we look at the travel patterns and customer preferences. We see that weekend stays are still very popular, even in the post-COVID-19 era,” said Rudin.
He added, “Travel patterns have changed a lot. Short stays are still popular, and as seen in the previous slide, if you spend a certain amount with the American Express Platinum Card, you get a free night’s stay at this hotel.”
“What surprised me is that after opening the hotel for more than 3 months, our main customer base is Thais and foreigners living in Thailand, which I didn’t anticipate at first. We also have international guests, both from America and Europe, which is quite special for the Dusit Thani brand. Our brand reputation remains strong in the market.”
“We work closely with the Tourism Authority of Thailand (TAT) to revitalize tourism to be as vibrant as it was before the COVID-19 period. 2019 was one of Bangkok’s best years in terms of tourism. Although the recovery is slow, it is in a good direction. Thailand remains one of the top destinations in the world.”
Rudin also commented on Bangkok, “I used to work here in 1998-1999. When I came back, I was amazed by the changes. Bangkok has developed a lot, both in terms of dining experiences, bars, restaurants, and tourist attractions. I think now Bangkok is probably the best destination in Asia. In terms of food, I think Bangkok has surpassed Singapore and Hong Kong. The variety of food and excellent ingredients are very easy to find.”
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