We’ve all been wondering if Hilton would try to lure away disenfranchised Marriott and SPG members. And, as it turns out, they have. Hilton sweetens their Honors program with benefits explicitly targeting Marriott and SPG members.
HHonors 2018 Updates
Earlier this year, Hilton updates its HHonors benefits that, at the time, seemed to take aim at Marriott members. The primary benefit that supports this theory is the addition of Elite Rollover Nights. This is a benefit that Marriott sunsetted last year, with excess 2017 nights being the last to roll over; especially since the benefit, which is available to Silver, Gold, and Diamond members, works precisely like Marriott’s old benefit.
Beyond that, though, Hilton also increased Elite Bonus rates, added Milestone Bonuses, added status gifting, and added complimentary continental breakfasts as a MyWay benefit at Waldorf Astoria properties. Most of these are rather mundane, but the increased Elite Bonuses and the addition of Milestone Bonuses are pretty cool. The Milestone Bonuses, by the way, award members 10,000 points for every ten nights stayed after 40 nights. And at 60 nights, that bonus hits 30,000 points, for a cumulative of 60,000 points for members that qualify for Diamond on nights.
Subsequent Update
More recently, Hilton made yet another update to its HHonors benefits. This time, though, they seem to be taking a page out of both Starwood and Hyatt’s playbook. Now, it appears, HHonors Elite members will enjoy slightly updated space available upgrades, no resort fees on award stays, and complimentary breakfasts at all properties. Space available upgrades are for Gold members are valid for up to Executive Level floors, while Diamond members are entitled to up to a one-bedroom suite. However, much like Marriott, upgrades are at the property’s discretion, meaning your mileage will vary, enormously.
As for the other two, complimentary breakfasts at all property is just a clever rephrasing of an existing benefit. Free breakfasts are granted by way of Elite benefit, MyWay benefit with certain brands, and as a brand benefit. Hilton Vacation Club properties are, of course, excluded from this benefit.
Hilton’s resort fee benefit, however, appears to be a new benefit. And the benefit works exactly as you’d imagine. Members pay no resort fees on points stays. This includes, by the way, any promotional free nights, including those from credit cards.
Hilton Sweetens Their Honors Program, Final Thoughts
Hilton’s program changes are compelling, but are they enough? I’m guessing not. The value of HHonors points is laughable, which is why it’s so easy to earn them. I mean, Diamond members can earn up to 60 points per dollar with Hiltons current promotion! But, if you’re not chasing redemptions, then Hilton offers decent benefits for elite members. True, many have no teeth like Marriott’s benefits, but still.
Of course, the million dollar question is, are these changes enough to get me to defect? Nope. I like to earn and burn, so Hilton isn’t my first choice of programs. That being said, I will likely consider Hilton more often than before. I did, after all, receive a nice upgrade to an Ocean Front Corner Room at the Hilton Hawaiian Village as a Diamond member.
