Hilton is to make further changes to its HHonors loyalty programme, effective from March 28.
In an email to members the hotel group confirmed that a tenth room category will be added “to account for all of the new hotels and resorts that have opened in the past few years”.
A look at the programme's current system shows seven categories ranging from 7,500 to 50,000 points required for redemptions, plus a separate top category for Waldorf Astoria properties, ranging from 50,000 to 80,000 points. The new ten-category system ranges from 5,000 to 95,000 points (for the full breakdown click here).
The programme will also move to seasonal pricing for reward stays, meaning that “The amount of points needed for a Standard Room Reward and a Points and Money Reward will vary during certain times of the year”.
It's not clear how this will change average redemption rates, but members can check the rates for properties per month using the search tool here.
Finally Silver, Gold and Diamond members will now receive a free night when they book a standard room reward stay of five consecutive nights or more.
In the email Hilton said that “To ensure that we continue to be a world-class guest loyalty programme, changes to our programme need to be made from time to time”.
These latest changes follow the increase in Hilton HHonors elite status requirements announced at the end of last year (see online news December 4, 2012).
Hilton is not the only group to expand the number of hotel categories within its loyalty scheme – Marriott recently announced it is to add a ninth category to its Marriott Rewards programme, effective May 16 (see online news February 12), and IHG has also made changes to its Priority Club redemption categories (see online news January 25).
For more information visit hilton.com.
Report by Mark Caswell
