Hilton has unveiled a major overhaul of its Hilton Honors loyalty programme, which will come into effect next January. The hotel group is launching a new elite tier, Diamond Reserve, while lowering the thresholds for Gold and Diamond status.
The Diamond Reserve level, new to the Hilton Honors offer, is aimed primarily at very frequent business travellers. To obtain the highest status, a total of 80 nights are required, in addition to $18,000 in eligible annual expenditure. Such loyalty to the American group's establishments around the world merited a few new distinctions. Starting with the introduction of a new reward, the guaranteed upgrade to Diamond Reserve status, confirmed at the time of booking for stays of up to seven nights. A further guaranteed upgrade may be added once the 120-night or 30,000-point mark has been passed.
These "Confirmable Upgrade Rewards" can be used for paid or points-paid stays, particularly in luxury hotels of the Waldorf Astoria, Conrad, LXR and Signia by Hilton brands. At the same time, Diamond Reserve members will also be given priority for upgrades based on hotel availability, with confirmation three days before check-in.
Diamond Reserve status offers additional benefits including a 4pm late check-out guarantee, 24/7 dedicated customer support and access to Hilton's Executive Lounges and Premium Clubs. Members who achieve Diamond Reserve status will also see their loyalty rewarded faster and more generously with a Points bonus of 120 % on every stay.
Against a backdrop of increased competition between hotel loyalty programmes, where groups are seeking to differentiate themselves through tangible benefits and personalised recognition of their most loyal members, Hilton is also lowering the thresholds for achieving Gold and Diamond status. Gold status has been reduced from 40 to 25 nights a year, while Diamond status, which becomes an intermediate level, is accessible from 50 nights, compared with 60 previously. The other benefits associated with these statuses remain unchanged, including upgrades based on availability for Gold members, plus access to executive lounges and a 48-hour room guarantee for Diamond customers.
" Members told us they are looking for more personal recognition and meaningful rewards along the way.said Group CEO Chris Nassetta. Today, we are proud to inaugurate the next chapter of Hilton Honors by offering what matters most to our members: making loyalty both more accessible and more rewarding, in more places around the world. "
