Hilton rebrands, extends loyalty offers
Hilton has announced that it will be “the first and only” loyalty program to offer members the choice to flexibly combine Points and money for a hotel stay, use their Points at Amazon.com, allow family and friends to combine their Points for free, and the ability to extend Diamond status when life puts travel on pause.
The global hotel chain also introduced a new corporate identity and logo for Hilton and Hilton Honors. This rebranding has come at a time when Hilton is more simplified and streamlined than ever, after the successful spin-offs of its real estate and timeshare businesses.
“At Hilton, we are committed to continually innovating to deliver exceptional experiences for our guests,” said Christopher J. Nassetta, president and chief executive officer, Hilton. “Enabling our Hilton Honors members to use their Points to shop at Amazon.com, along with the other industry-first perks we’re announcing today, are some of the many ways we are honoring that commitment.”
Beginning in late February, members will be able to use the new Hilton Honors Points & Money slider to select how many Points they want to redeem toward a room. This means members will now be able to use their Points faster for hotel stays, any time, with no blackout dates.
Beginning in April, Hilton Honors members will be able to combine – or “pool” – their Points with up to 10 friends or family members for free. A total of 11 members can pool their Points for stays in great locations for family reunions, bachelorette parties or any other event that brings people together.
Beginning in March, eligible Diamond members may receive a one-time, one-year extension of their status – for any reason. No other hospitality industry program offers this level of flexibility.
“These new perks revolutionise how all Hilton Honors members can use their Points. Frequent travelers told us they want more flexibility while less frequent travelers want to be able to use their Points in more ways and more quickly,” said Mark Weinstein, senior vice president and global head, customer engagement, loyalty and partnerships. “Now more than ever, Hilton Honors is the most flexible, useful, and valuable guest loyalty program – giving our members more of what they want most.”
The company also announced an update to its program’s name and logo, shifting from HHonors (with two H’s) to Honors. The company will also no longer use “Worldwide” in its name and will instead be known simply as ‘Hilton’.
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