The company's card members also can get special ticket access to sporting events and concerts.

We treat the personal information of card members and financial advisory clients with the strictest confidence.

The card member then received a check in the mail for the 5% cash back.

Amex lost a lot of card members a few years ago.

"It's the only way to get ahead of our competitors - and keep up with our card members."

American Express reversed a plan to limit car-rental insurance for card members.

"As card members tell us about their individual interests, we will shape once-in-a-lifetime experiences to match."

The company is also beginning to market its services to its card members.

"Sometimes this will be better for card members than before," Ms. Porter said.

"It's all to tell our card members that we're there," the spokeswoman said.