Amex Travel President: Millennials and Gen Z Redefine Premium Travel
American Express Travel President Audrey Hendley said millennials and Gen Z now account for 65% of new Amex customers globally, with average new Platinum cardholders aged 32 and Gold cardholders aged 29. She described premium as being about time and values, not just traditional luxury, and noted that 75% of millennials would trade job benefits for more travel time. Hendley also discussed using AI to enhance human service and designing spaces like Sidecar lounges based on observed traveler behavior.
The demographic shift at American Express is stark: new U.S. Platinum cardholders average 32 years old, while Gold cardholders average 29. Millennial and Gen Z spending on the company's cards climbed 40% in the second quarter of 2026, and these generations now represent nearly two-thirds of new global customers. This younger base appears to prioritize time over traditional compensation, with a company survey indicating three-quarters would accept reduced job benefits for additional travel opportunities.
American Express has adapted its physical offerings to match observed behaviors. The Sidecar lounge concept emerged from data showing many Centurion lounge visitors had brief stays and traveled solo or in pairs, leading to a smaller, more intimate format. The company also applies a "high-tech meets high-touch" approach, using AI to streamline calls while allowing customers to request human agents with destination knowledge at any point.
This generational shift could reshape how the broader travel industry defines luxury, potentially moving investment from opulent amenities toward experiential programming and time-saving services. If younger travelers maintain these preferences, competitors may need to redesign loyalty programs and physical spaces to attract them. However, the data reflects a high-income subset, so the trend's durability may depend on economic conditions. If a downturn occurs, this premium-spending pattern could prove limited to affluent cardholders rather than a universal generational change.