ASTA Takes on American Express Over Cruise Credit Change That Cuts Out Travel Advisors

A change to the American Express cruise benefit has luxury travel advisors up in arms—and ASTA is taking the issue directly to American Express. 

Effective September 15, American Express Platinum Card Members will only receive the card’s up-to-$300 onboard cruise credit when they book eligible cruises directly through Amex Travel. Cruises booked through independent travel advisors, online travel agencies (OTAs) and other third-party sites will no longer qualify. 

The policy change is creating concern among travel advisors who regularly book luxury cruises for American Express cardholders. While many advisors say they don’t expect their high-end clients to abandon them over a $300 onboard credit and a bottle of Dom Pérignon, some are already calculating what it could cost to match the benefit themselves if necessary. 

Meanwhile, ASTA has requested a meeting with American Express and is asking the company to postpone implementation of the new policy. 

“ASTA has serious concerns about the decision by American Express to end third-party access to its Travel Privileges programs through platforms such as RezSaver,” an ASTA spokesperson told TMR. 

The organization said the change would prevent independent travel advisors from providing eligible clients with benefits while continuing to manage their bookings. 

“[It is] effectively forcing the transaction into the American Express Travel channel,” ASTA said. “It limits consumer choice, disrupts established advisor-client relationships and risks separating travelers from the professionals who know their needs and oversee the full scope of their travel plans.” 

ASTA said it has communicated its concerns directly to American Express and requested both a delay in implementation and a meeting to discuss the impact on cardholders, travel advisors and the broader travel distribution system. 

“We urge American Express to work with the advisor community toward an approach that protects program integrity without excluding independent advisors or undermining the trusted relationships they have built with their clients,” ASTA said. 

Travel Advisors Push Back 

Travel advisors, meanwhile, are quietly fuming—and preparing for what they may do if negotiations between ASTA and American Express go nowhere. 

“It stinks,” said Allison Tolbert from Departure Lounge. “It was only available if the client used a qualifying Amex card, so either way Amex was being used. But now Amex loses out because my clients will still reserve with me and I won’t push them to use their card.” 

For advisors, the issue goes beyond the value of the cruise credit. They say the new policy could put them in the uncomfortable position of having to explain to clients that they can receive a benefit only by booking directly with American Express. 

“It’s so sad,” said Linda Carter of Luxury Cruise & Travel Inc. “I have always applied the Amex benefits for my guests. And while there is still some ability to use consortia amenities instead on applicable voyages, it seems Amex has decided they want to take the business back.” 

The policy could be particularly significant for luxury cruise advisors, who often provide extensive pre- and post-booking service, including itinerary planning, air arrangements, transfers, shore excursions and problem-solving throughout the trip. 

For those advisors, the question is not simply whether a client wants $300 in onboard credit. It is whether the benefit should be tied to where the client books rather than which credit card the client uses. 

And for now, ASTA is pushing American Express to reconsider before the September 15 effective date.