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Major changes across the board. Enhancements for Gold and Diamond members.
Yesterday I highlighted some of the changes that were announced regarding breakfast at Waldorf Astoria properties for Gold and Diamond members. No sooner had those been enacted, Hilton introduces a complete program overhaul. It’s a step in the right direction for mid-tier and top-tier elites, and for those who carry no credit card status, or seldom stay with Hilton, it’s a program devaluation. Let’s a take a look at some of the changes first reported on VFTW.
Gone are the days of “Double Dipping”
Hilton used to allow Points/Miles or Points/Points on stays. That is gone. You’ll now earn straight up Hilton Honors points.
Increased Earning for Some Elites:
- Base members
- 15 points/$ —-> 10
- 16.5 points/$ —-> 12
- 17.5 points/$ —->18
If you hit top tier, Diamond, you will be able to gift someone else status. Depending on how many night’s you’ve accrued it’ll either be Gold or Diamond.
- 60 nights = Gold
- 100 nights = Diamond
As you can see in this graphic, members will earn 10k points for every 10 nights they stay after the 40 night threshold. They’ll also receive a 30k point bonus when they hit 60 nights.
Introduction of Rollover Nights:
If you end up going over the number of nights you’d need to qualify for status you’ll be able to Rollover those nights for 1 year.
For example: You hit Diamond status at 60 nights. For every night over that threshold you can push to the next year. Stay 85 nights, you’ll start with 25 nights already banked…
What happens now?
Hilton Honors biggest competition is Marriott. In terms of overall footprint, and diversity of properties, if I were an executive at Hilton I’d be looking to erode the competitive edge that Marriott continues to enjoy. Hyatt is too small to truly compete, and while IHG has a lot of properties, their loyalty program needs major improvements to truly attract customers because of it.
So did these enhancements narrow the gap? Yes and no.
These are all well and good benefits that Hilton has added. For me, personally, one of the best benefits elite status can give is club level. This is not guaranteed with Hilton Gold, and something that Hilton should take a close look at it if it wants to narrow the margin between itself and Marriott ( who has the best mid tier status out there that includes club level). This wasn’t addressed; however, the free breakfast now offered for Golds and Diamond at Conrad and Waldorf properties is great.
If Hilton would introduce space available suite upgrades and confirmed suite upgrades to its list of Diamond benefits, I think it would be a game changer. They could differentiate between organic diamonds and those who attain status via a credit card by only giving confirmed suite upgrades to those who truly stay 30 times or 60 nights. Give club level and space avail suite upgrades to those who have premium credit cards – I’d still get the Aspire. Do that, and I think you’d see a lot of people second guessing their loyalty to Marriott, and consider jumping ship to try out the Hilton boat. It’s something that Hyatt Globalists and Starwood Plats absolutely love, and could add significant value to HH diamonds.
Regardless…enhancements are always nice to see
Monkey Miles has partnered with CardRatings for our coverage of credit card products. Monkey Miles and CardRatings may receive a commission from card issuers.
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