American Express and Chase move luxury lounge wars beyond the airport

Credit card companies are increasingly offering access to lounges and perks at festivals and sporting events, often exclusively for premium cardholders. American Express and Chase are fighting to win over affluent customers who pay hefty annual fees and spend significantly more on their credit cards. Lounges are just one of the many perks offered through event sponsorships, which further incentivize credit card spending through exclusive discounts and promotions.

An airport lounge — without the security screening or boarding pass. Credit card companies American Express and Chase are increasingly waging their luxury lounge wars outside the airport. From an air-conditioned retreat in the middle of the desert at Coachella to an exclusive athlete meet-and-greet at the Paris Olympics, these companies are investing big in premium hospitality spaces to win over affluent cardholders. "It's very expensive, but I think what's happening is that the issuers are finding that this is a premium differentiator," said Donald Fandetti, managing director of consumer finance equity research at Wells Fargo. "It's all about providing these services and experiences that make it worth it to the cardholder to pay those annual fees." American Express' Platinum and Chase's Sapphire Reserve cards — the leading premium cards in the market — both upped their annual fees last year. The Amex Platinum now carries a fee of $895 a year, and the Sapphire Reserve has a fee of $795. The perks associated with these cards, like dining credits, hotel upgrades and digital partnerships, help offset the cost. It's all an effort to captur...