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Hilton Honors Award Chart Eliminated
Tricky little Hilton. Earlier I covered the upcoming changes to Hilton’s Honors loyalty program. Among the changes announced are positive ones like points pooling and more flexible points & cash bookings.
Unfortunately, like loyalty programs tend to do, Hilton buried the lead. In addition to the four positive changes comes a HUGE NEGATIVE. Apparently Hilton will now be ditching their award categories.
According to One Mile at a Time (who seemingly met and spoke with a Hilton rep), “As part of this, Hilton is also ditching their current system of having hotel categories.” Ben goes on to say, “That sounds horrible on the surface for aspirational redeemers (it reminds me of Delta eliminating award charts), but it’s not — Hilton won’t charge more than the current maximum being charged for a given category. In other words, the top hotels will continue to cost no more than 95,000 points per night.”
I disagree with Ben. This is not good or even remotely good news. Without award categories there is no transparency as to what they will charge. Prices may stay bound to the current maximums for awhile, but we know that most likely won’t be the case in the future. Additionally, this makes it much more difficult for customers to save for an award since they cannot peg what the price actually will be. This just paves the way for huge price increases down the line.
Good job Hilton. You took four small steps forward with your additions and then one monumental leap backwards. This is not good and I fear it means lower category properties will end up costing A LOT more in the long term.
What are your thoughts?
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