When it comes to hotel brands, it’s become a dog-eat-dog world. Ever since Marriott International Inc. acquired Starwood to create the world’s biggest hotel company in 2016, consolidation has been the name of the game. And while no other company has come close to matching Marriott’s size, that’s not for lack of trying.
Intercontinental Hotels and Resorts (IHG), for instance, has scooped up big luxury names such as Regent and Six Senses. Hyatt Hotels Corp. has beefed up its portfolio, acquiring boutique hospitality ventures Thompson and Alila and partnering with Small Luxury Hotels of the World. And while it hasn’t exactly been on a buying spree, Hilton Worldwide Holdings Inc. has been busy spinning off new brands Motto, Signia, and Tru.
What does all that add up to? Bigger, better loyalty programs whose members can redeem their points almost anywhere in the world. Now, by extension, more powerful credit cards with valuable, spending-based perks are aiming specifically at high-yield customers.
Here’s everything you need to know about the shifting landscape of luxury hotel credit cards—and how to maximize your earnings, based on your traveler profile.
Big Fees and Big Perks
If you’re less of a points hound and more interested in tangible perks or VIP status, you’re in luck. That’s exactly the kind of value being built into the top-tier hotel cards today. This comes at a cost—generally, a higher annual fee. For the two standouts, Marriott’s Bonvoy Brilliant American Express and the Hilton Honors American Express Aspire, that’s $450 a year.
“We wanted to offer a credit card that reflected the incredible breadth of the Marriott Bonvoy loyalty program,” says Marriott’s Global Card Program Vice President, David Patron. “By listening to customer feedback and working collaboratively with American Express, we created a suite of offerings that would be especially attractive to those who value a luxury travel experience.”
Released in January, the Bonvoy Brilliant costs the same amount annually as the Starwood Preferred Guest American Express Luxury Card and $55 more than the old Ritz-Carlton Rewards credit card from Chase, which it’s intended to replace.
The benefits, however, pay for themselves. They include a 100,000-point sign-up bonus, up to $300 in statement credits for purchases at Marriott properties annually, another $100 for dining and spa purchases at Ritz-Carlton or St. Regis hotels, an anniversary free night at higher-category resorts, and complimentary Marriott Bonvoy Gold elite status instead of lower-range Silver status. If you spend $75,000 on the card per year, you’ll get bumped up to Platinum status, which buys you the possibility of suite upgrades and lounge access at some properties.
Like other cards in this price range, it comes with a TSA PreCheck or Global Entry application fee credit every four years (worth up to $100), plus access to Priority Pass airport lounges around the world. And in addition to earning six points per dollar at Marriott hotels, it gets triple points on airline tickets and U.S. restaurants. (You’ll get two points per buck spent anywhere else.) While not incredibly high, these travel bonus categories and earning rates do mean cardholders can rack up a free night at a mid-tier property such as the Westin Hapuna Beach Resort in Hawaii (35,000 points) with a few months’ spending.
The Hilton Honors American Express Aspire, which debuted in January 2018, has a similar approach to lure luxury travelers. With a sign-up bonus that has occasionally been as high as 150,000 points (guaranteed if you spend $4,000 in the first three months), it’s making a play both to win back longtime Hilton Honors members who might be bored with the chain and appeal to younger, affluent frequent travelers who need big numbers and big benefits to commit to a single brand.