10 years later: What's next for Amex's Centurion Lounge network
In terms of airport lounges, American Express is undeniably a trailblazer.
The card issuer opened its first Centurion Lounge in Las Vegas in 2013, and it has since welcomed cardmembers into the blue doors of 26 more outposts.
While airlines have long operated branded clubs for their frequent flyers, Amex was the first of the major card issuers to build a proprietary network of airport lounges.
Now, 10 years later, Amex is facing some growing competition from Capital One and Chase. But despite that, it's still planning another exciting decade of expansion and growth.
To celebrate the 10-year anniversary of the Centurion Lounge, TPG spoke with Audrey Hendley, president of American Express Travel, to hear her reflections on the past decade and her take on where things are headed next.
Local yet worldwide lounges
Over the past 10 years, the Centurion Lounge network has undergone two pivotal changes.
The changes started when the issuer revised its design philosophy for its clubs. Instead of simply building luxurious spaces in major airports, Amex has focused on integrating local elements into each of its lounges, Hendley said.
This transition started to become apparent toward the end of the decade in recently opened spaces in New York, Charlotte and Los Angeles. However, it's something that has been on the Amex team's mind since the start.
"Every lounge is different. Every lounge now has a touch of the local experience," Hendley said as she explained the transition toward a more locally influenced design philosophy.
In her mind, this local design is one of the key differentiators from airline-branded lounges, and it's something that cardmembers are especially excited about, she said.
In addition to infusing local touches in lounge design, Amex also made a strategic decision in July 2021 to integrate all existing Centurion-branded worldwide lounges into the broader Centurion Lounge portfolio.
For years, Amex had two different "flavors" of Centurion Lounges. Those in the U.S. were typically newer and nicer, while those outside the U.S. (except for London and Hong Kong) had generally seen better days.
In order to quickly grow the Centurion Lounge network, Amex folded these 12 international outposts into the Centurion Lounge network with a full rebrand and renovation, Hendley added.
Currently, the issuer operates 27 lounges worldwide, with plans to add a couple more in the coming years. (More on that below.)
The beginning of a new segment
Amex was already thinking about a redesign and expansion in the early days, but it wasn't until 2021 that the issuer started facing some real competition with the opening of the first Capital One Lounge in Dallas Fort Worth International Airport (DFW).
While Amex enjoyed an eight-year monopoly, the airport lounge wars are now more ferocious than ever, with issuers building bigger and better outposts.
Capital One recently opened its second outpost at Washington, D.C.'s Dulles International Airport (IAD), and Chase unveiled two new locations in Boston and Hong Kong in recent months. These competitors also have a long list of additional locations opening in the coming years.
As the credit card wars take on a new dimension (the airport), Hendley is mostly unphased by the competition.
"The customers love the product of the lounges, and that we're just going to continue doing what we're doing, continuing to innovate, continuing to grow, to continue to put the customers at the front of what we do," she said.
Hendley hasn't been into a Capital One or Chase lounge yet. However, her team has been busy doing some competitive research into what works and what doesn't for the competitors.
Crowding concerns
Ask about the current state of airport lounges, and almost all frequent flyers will mention overcrowding as a key concern nowadays.
Perhaps it's because Amex actually built lounges that people want to visit or because The Platinum Card® from American Express is more popular than ever. Still, there are no two ways about it: The Centurion Lounge is often the busiest club in the airport and possibly in the entire city in which it resides.
Over the years, we've seen countless pictures and videos of long lines entering the club, with disgruntled cardmembers being turned away or told to wait in line until space has become available.
Overcrowding is partially a structural issue since there's a finite cap on how much space Amex can lease for lounge expansions. But Hendley shared that "if you have to wait, on average, it's about 10 to 15 minutes. Most of our customers are understanding (of the wait)."
That said, Amex has revised the lounge access policy a few times during the past decade to cut down on overcrowding. Most recently, the issuer removed complimentary guest access from the Platinum card, but Hendley declined to comment on how much this is helping Amex combat overcrowding.
What's next for Centurion Lounges
According to Hendley, Amex is "always" thinking about growing the Centurion Lounge network, but the issuer is notoriously reticent when it comes to sharing upcoming opening and retrofit plans.
Right now, there are just three confirmed upcoming Centurion Lounges — one in Washington, D.C., another in Atlanta and a third in Newark.
The issuer hasn't confirmed any upcoming renovations or expansions of existing lounges, but it seems like Amex isn't resting on its laurels.
"As we get into next year, we'll have more [to share]," Hendley said.
Where exactly Amex will go next is anyone's guess, but it seems like some of the focus will be on lounge retrofits.
"Even within existing spaces, we're at the moment working on several of those to retrofit and continue to enhance the space," she added.
Regardless of what comes next, rest assured that TPG will cover the latest and greatest from Amex.
TPG featured card
at American Express's secure site
Terms & restrictions apply. See rates & fees.
| 4X | Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 4X | Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 5X | New! Earn 5X Membership Rewards® points on prepaid hotel stays booked through AmexTravel.com or the Amex Travel App. |
| 3X | Earn 3X Membership Rewards® points on flights booked through AmexTravel.com, the Amex Travel App, or purchased directly from airlines. |
| 2X | Earn 2X Membership Rewards® points on prepaid car rentals booked through AmexTravel.com or the Amex Travel App and cruises booked and paid through AmexTravel.com. |
| 1X | Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases. |
Pros
- Valuable dining and food-related credits
- Flexible rewards with airline and hotel transfer partners
- Multiple travel and purchase protections
- No foreign transaction fees
- Access to Amex Offers for additional savings (enrollment required)
Cons
- Not as useful for those living outside the U.S.
- Some may have trouble using Uber and other dining credits
- You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $8,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
- Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- New! Earn 5X Membership Rewards® points on prepaid hotel stays booked through AmexTravel.com or the Amex Travel App.
- Earn 3X Membership Rewards® points on flights booked through AmexTravel.com, the Amex Travel App, or purchased directly from airlines.
- Earn 2X Membership Rewards® points on prepaid car rentals booked through AmexTravel.com or the Amex Travel App and cruises booked and paid through AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- Pay It® lets you tap in the American Express® App to quickly pay for small purchase amounts throughout the month and still earn rewards the way you usually do. Plan It® gives you the option to split up big purchases into equal monthly payments with a fixed fee. You’ll know upfront exactly how much you’ll pay.
- Updated! $120 Dining Credit: Earn up to a total of $10 in statement credits monthly when you pay with the Gold Card at Grubhub (including Seamless), Buffalo Wild Wings, Five Guys, The Cheesecake Factory, and Wonder. This can be an annual savings of up to $120. Enrollment required.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year at over 10,000 qualifying U.S. Resy restaurants after you pay for eligible purchases with the American Express® Gold Card. That’s up to $50 in statement credits semi-annually. Enrollment required.
- $84 Dunkin' Credit: Earn up to $7 in monthly statement credits after you pay with the American Express® Gold Card at U.S. Dunkin’ locations. Enrollment required.
- $120 Uber Cash on Gold: Enjoy up to $120 in Uber Cash annually with your Gold Card. Just add your Card to your Uber account and you'll get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an Amex Card for your transaction.
- New! As an American Express® Gold Card Member, you can enjoy complimentary Hertz Five Star® Status. Enjoy benefits like skipping the counter at select locations, adding an additional driver at no additional cost*, and vehicle upgrades**. Benefit enrollment and Hertz Gold+ registration are required. *Additional drivers must meet standard rental qualifications and must be a spouse or domestic partner to qualify as complimentary. Other additional drivers subject to fees. **Benefits are subject to availability and vary by location. Additional Hertz program Terms and Conditions including age restrictions apply.
- Take advantage of a $100 credit towards eligible charges* at over 1,300 upscale hotels worldwide when you book The Hotel Collection through AmexTravel.com or the Amex Travel App **. *Eligible charges vary by property. **The Hotel Collection requires a two-night minimum stay.
- Book your travel through the Amex Travel App with added peace of mind – backed by American Express® service and support. Only for American Express® Card Members.
- Whenever you need us, we're here. Our Member Services team will ensure you are taken care of. From lost Card replacement to statement questions, we are available to help 24/7.
- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.