Hilton Overhauls Loyalty Program: Adds Top Tier, Lowers Bar for Status
Photo Credit: An aerial view of the Waldorf Astoria Costa Rica Punta Cacique. Hilton
Skift Take
Hilton is undergoing its biggest loyalty overhaul in years, placing the company deeper into a race to keep travelers in the fold.
Hilton is making it easier to earn elite status while creating a new top tier for its biggest spenders, the latest move in an escalating competition among hotel chains to keep rewards programs attractive.
"We want road warriors to consolidate their hotel spending with us," said Chris Nassetta, Hilton's president and CEO.
The changes, effective in January, slash the number of nights needed for Gold status to 25 from 40, a 38% cut that puts perks like room upgrades and breakfast credits within reach of more casual business travelers. Diamond status drops to 50 nights from 60.
"Think of the junior consultant or the solo business proprietor who wants to be rewarded but is having a harder time getting there," said Mark Weinstein, chief marketing officer and head of luxury brands.
At the same time, the hotel group is introducing Diamond Reserve, requiring $18,000 in annual spending plus 80 nights or 40 stays.
Nassetta said the company ha
