An airport lounge — without the security screening or boarding pass.

Credit card companies American Express and Chase are increasingly waging their luxury lounge wars outside the airport. From an air-conditioned retreat in the middle of the desert at Coachella to an exclusive athlete meet-and-greet at the Paris Olympics, these companies are investing big in premium hospitality spaces to win over affluent cardholders. 

“It’s very expensive, but I think what’s happening is that the issuers are finding that this is a premium differentiator,” said Donald Fandetti, managing director of consumer finance equity research at Wells Fargo. “It’s all about providing these services and experiences that make it worth it to the cardholder to pay those annual fees.”

American Express’ Platinum and Chase’s Sapphire Reserve cards — the leading premium cards in the market — both upped their annual fees last year. The Amex Platinum now carries a fee of $895 a year, and the Sapphire Reserve has a fee of $795. 

The perks associated with these cards, like dining credits, hotel upgrades and digital partnerships, help offset the cost. It’s all an effort to capture and retain the highest spenders. Amex and Chase have jockeyed for years to be the preferred card for the American elite.

More and more, access is making the difference.

“Credit cards [with] higher fees, it’s going to send a certain signal. But what we really need to be making sure is that we’re understanding the psychology of exclusivity” said Dan Bennett, head of behavioral science at Ogilvy Consulting. “It’s easy to say, ‘I have lots of resources.’ It’s harder to say, ‘I have enough social capital to earn my way into spaces.'”

The long-running rivalry between the country’s top premium credit cards is about to heat up again.

JPMorgan Chase announced last week that a refresh of its Sapphire Reserve — the travel and dining rewards card that went viral when it arrived in 2016 — was imminent.

In response, American Express on Monday said that “major” changes were coming to its consumer and business Platinum cards later this year. While short on details, the New York-based card company said that its update would be its largest ever investment in a card refresh.

“We are going to double down on the things we know based on the data that our card members love,” said Amex President of U.S. Consumer Services Howard Grosfield in an interview. “But more importantly, we’ll bring a whole bunch of new and exciting benefits and value that will far, far, far exceed the annual fee.”

American Express pioneered the premium credit card space decades ago with cards that bundled perks at airlines and hotels with access to its own network of high-end airport lounges. But JPMorgan shook up the industry in 2016, igniting stiff competition among card issuers with a lavish sign-on bonus and other incentives for its Sapphire card.

The expectation among industry experts is that both companies will offer ever-longer lists of perks in travel, dining and experiences, while potentially raising their annual fees, as has been the pattern with recent updates.

The Platinum card has a $695 annual fee, while the Sapphire has a $550 fee.

On Reddit and other forums, card users circulated rumors that JPMorgan was hiking the annual fee on its Sapphire product to $795. A JPMorgan spokesperson declined to comment.

The new Platinum card will launch in the fall, Grosfield said.