The New Credit Cards That Defined 2018: A Retrospective of Major Launches

The year 2018 marked a significant turning point in the rewards credit card landscape, with financial institutions unveiling a wave of new credit cards that reshaped consumer spending strategies. After witnessing the discontinuation of popular products like the Chase Fairmont card and Citi Hilton Honors cards in 2017, the industry demonstrated its dynamic nature by introducing fresh options and premium offerings throughout 2018. The new credit cards launched that year reflected a broader consolidation and innovation trend within the rewards program space, offering consumers diverse opportunities to maximize their spending benefits.

Marriott and Starwood Programs Undergo Major Restructuring in 2018

The merger of Marriott and Starwood loyalty programs triggered significant changes to their associated credit card offerings in 2018. Both American Express and Chase were confirmed to issue redesigned co-branded Marriott products, with AmEx launching a premium consumer card and an enhanced small-business option. Chase responded with its own “mass consumer” and “premium consumer” Marriott products, fundamentally reshaping the competitive landscape for hotel-focused credit cards.

For consumers holding existing Starwood Preferred Guest American Express or Marriott Rewards Chase cards, timing became crucial. Since both companies committed to retaining their existing account portfolios and continuing current products—at least temporarily—many financial strategists recommended prioritizing applications for established products before potential discontinuation. Those seeking to capture the generous sign-up bonuses associated with legacy cards faced a narrow window of opportunity before the new 2018 card generation fully took effect and potentially rendered older products obsolete.

Premium Co-Branded Cards: Uber and Starbucks Lead New Offerings in 2018

The co-branded credit card space experienced notable expansion in 2018, with consumer-focused partnerships taking center stage. The Uber Visa issued by Barclays, which debuted in 2017, remained one of the strongest no-annual-fee options and continued gaining traction into 2018. This card delivered a $100 welcome bonus upon reaching $500 in spending within 90 days, complemented by compelling ongoing rewards: 4% cash back on dining, 3% on airfare and hotel bookings, and a $50 annual credit toward subscription services like Netflix (for cardholders spending at least $5,000 annually). The card further distinguished itself through $600 in cellphone protection coverage when customers paid their mobile bills with the card.

Building on this momentum, Chase introduced its new Starbucks credit card early in 2018, marking an exciting collaboration in the coffee and rewards space. While initial specifics about the rewards structure remained limited, analysts anticipated the card would follow the high-value model demonstrated by successful products like the Uber Visa. The Starbucks partnership suggested Chase was doubling down on lifestyle-focused co-branded offerings for 2018 and beyond.

Hilton’s Major Transition: From Citi to American Express in 2018

One of the most significant shifts in the new credit cards landscape came through Hilton’s programmatic transition in 2018. Citibank’s Hilton card products closed to new applicants and underwent a complete migration to American Express-branded cards beginning in January 2018. This consolidation marked a fundamental reshaping of the premium hospitality rewards category.

The transition presented strategic considerations for existing Citi Hilton cardholders. Those seeking to qualify for sign-up bonuses on future American Express Hilton cards faced a decision: cancel existing Citi accounts before the automatic conversion and later apply for AmEx versions to unlock new customer bonuses. Cardholders automatically transferred to AmEx accounts would not earn bonus points through the conversion process, making proactive cancellation an important tactic for bonus-hunters.

The new Hilton products rolled out January 18, 2018 represented a comprehensive portfolio redesign. American Express introduced the Hilton Honors Ascend card (replacing the previous Hilton Surpass card), a small-business Hilton AmEx option, and the premium Hilton Honors Aspire card carrying a substantial $450 annual fee. The Aspire card’s value proposition centered on elite benefits including top-tier Hilton Diamond elite status, Priority Pass Select airport lounge access, a $250 annual airline fee credit, and a $250 resort statement credit—positioning it alongside other premium cards like Chase Sapphire Reserve and American Express Platinum as a compelling choice despite the significant annual cost.

The Lasting Impact of 2018’s New Credit Card Revolution

The wave of new credit cards introduced throughout 2018 fundamentally reset the rewards ecosystem, offering cardholders unprecedented choice and enhanced benefits. Whether through major program consolidations like Hilton’s transition to American Express, innovative lifestyle partnerships with Uber and Starbucks, or the structural changes within hotel loyalty programs, 2018 established templates for credit card innovation that would influence product development for years to come. For consumers who strategically timed their applications and optimized sign-up bonuses during that pivotal year, the rewards from those new credit cards proved substantial and enduring.