AmEx is catering to the lifestyle and values of younger consumers, redesigning its membership program to allot more points for travel and meal expenditure, offering travel discounts and more, hoping to raise its millennial appeal

In an attempt to match financial incentives with existing habits and attitudes, American Express is rolling out significant changes to its Gold Card. The features focus primarily on food and travel, which are notably major spending areas for millennials.

For example, the card will now double the earning value of points in U.S. restaurants and supermarkets. When it comes to travel, the card provides discounts on airfare, lodging, cruises and vacation packages booked through American Express.

To enhance payment flexibility, customers can make use of a Pay Over Time feature. And Gold Card members won't be charged interest if they pay off their balance due on time. Even more, AmEx has put a sign-up bonus in place, giving new customers who sign up before January 9, 2019 an additional 25K in reward points if they spend $2,000 in the first three months, a fairly popular tactic for credit cards.

These careful tweaks to AmEx's Gold Card are intended incentivize new customer acquisitions, and reflect the brand's efforts to evolve in accordance with a new generation's spending habits, aligning with the values of younger consumers to make its service more useful.

In an attempt to match financial incentives with existing habits and attitudes, American Express is rolling out significant changes to its Gold Card. The features focus primarily on food and travel, which are notably major spending areas for millennials.

For example, the card will now double the earning value of points in U.S. restaurants and supermarkets. When it comes to travel, the card provides discounts on airfare, lodging, cruises and vacation packages booked through American Express.

To enhance payment flexibility, customers can make use of a Pay Over Time feature. And Gold Card members won't be charged interest if they pay off their balance due on time. Even more, AmEx has put a sign-up bonus in place, giving new customers who sign up before January 9, 2019 an additional 25K in reward points if they spend $2,000 in the first three months, a fairly popular tactic for credit cards.