Inside the Toronto Reveal of Canada's First Hilton Honors Credit Card

TravelPulse Canada was among the first to hear about the new American Express and Hilton partnership at an exclusive Toronto preview.

A few weeks ahead of today's official announcement, executives from both companies gathered with a select group of Canadian media for an intimate dinner at the Hilton Toronto, offering an early look at Canada's first Hilton Honors co-branded credit card.

Beyond the introduction of a new card, the evening's conversation pointed to something bigger: the growing importance of Canadian travellers to Hilton's global loyalty strategy.

Hilton Honors membership in Canada has grown by more than 40% since 2023, and the company sees an opportunity to build on that momentum by giving Canadians more ways to earn travel rewards.

That opportunity becomes a reality today, October 29, with the official launch of the Hilton Honors American Express Card.

"For more than 70 years, American Express and Hilton have shared a commitment to providing elevated service and benefits for our Cardmembers," said Ray Saeidi, Vice President, Proprietary and Co-Brand Products, Lending and Rewards, American Express Canada. 

Now, we’re bringing the next chapter of that partnership to Canada with the Hilton Honors American Express Card."

An invitation-only media dinner at Hilton Toronto offered an exclusive preview of Canada's first Hilton Honors American Express credit card (Photo Credit: Natasha Lair)

Why Canada, and Why Now?

Canada's growing Hilton Honors membership was a central theme of the Toronto conversation.

Hilton executives described Canada as an important market for the company, pointing to Canadians' enthusiasm for travel and growing interest in loyalty programs that reward them beyond their hotel stays.

The new card is designed to bridge that gap, allowing Canadians to earn Hilton Honors Points on everyday purchases, from groceries and gas to dining out, and put those points toward future hotel stays.

"Hilton Honors is built around making each stay more rewarding and more personalized," said Heather Laverne, Vice President, Head of International Co-Brand at Hilton. 

"As our Hilton Honors member base in Canada has grown by more than 40% since 2023, we’re focused on delivering even more value for Canadian travelers. With the Hilton Honors American Express Card, we’re showing up for our members where and when it matters most, offering more ways to earn Hilton Honors Points, unlock elite member benefits, enjoy memorable stays and have access to curated experiences that can only be purchased with Hilton Honors Points."

The launch connects Canadian cardmembers to Hilton's global portfolio of more than 9,600 properties across 28 brands, offering opportunities to earn and redeem points at hotels around the world.

During the preview, Hilton reps emphasized that the timing reflects both the strength of the company's longstanding relationship with American Express and the opportunity to make its loyalty program more accessible to Canadians.

Elegant setting welcomed media to exclusive Hilton & American Express preview in Toronto. (Photo Credit: Amex)

The Perks

So, what exactly does the new card offer?

The Hilton Honors American Express Card comes with a $150 annual fee, with supplementary cards available at no additional cost.

Cardmembers can earn:

• 6X Hilton Honors Points on eligible purchases at Hilton properties.
• 4X Hilton Honors Points on eligible gas, grocery and dining purchases in Canada.
• 2X Hilton Honors Points on all other eligible purchases.

Those who spend $12,000 on the card in a calendar year can also earn 50,000 bonus Hilton Honors Points annually.

One of the card's most notable benefits is complimentary Hilton Honors Gold Status, which typically requires members to meet qualifying stay or spending thresholds.

Gold Status provides benefits on eligible stays, including space-available room upgrades, complimentary Wi-Fi and either food and beverage credits or continental breakfast, depending on the hotel brand and region.

Cardmembers who spend $40,000 in a calendar year will earn an upgrade to Hilton Honors Diamond Status, which comes with additional benefits including executive lounge access, a 48-hour room guarantee and 100% more points on eligible Hilton stays.

More Than Just Points

The card also provides access to several existing Hilton Honors benefits intended to help members make the most of their points.

These include no blackout dates on reward stays, no resort fees on stays booked entirely with points and the flexibility to combine points and money when booking.

Eligible members can also take advantage of Hilton Honors' Fifth Night Free benefit on reward stays booked entirely with points.

Beyond Hilton's loyalty program, cardmembers receive American Express benefits including Membership Benefits, Front Of The Line presale access, travel insurance coverage and 24/7 Global Assist services.

For frequent Hilton guests, the combination of accelerated points earning and complimentary Gold Status may be particularly appealing, while the everyday spending categories give cardmembers opportunities to accumulate points between trips.

A New Chapter

While the card itself is new to Canada, the relationship behind it is anything but.

American Express and Hilton have worked together for more than seven decades, with co-branded credit cards already available in other markets.

The Canadian launch extends that relationship into a market where Hilton says loyalty membership has been growing significantly.

At the Toronto dinner, executives from both companies spoke about the importance of connecting everyday spending with future travel, reflecting a broader shift in how hotel loyalty programs engage with their members.

Rather than earning rewards only when checking into a hotel, cardmembers can now accumulate Hilton Honors Points through purchases made at home.

For Hilton, it's another way to strengthen its connection with Canadian travellers. For American Express, it's an expansion of its travel rewards offerings in Canada.

And for Canadian Hilton Honors members, it's a first.

More information about the new card at American Express Canada.

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