Hilton Reports Upsurge in Hilton Honors Guest Loyalty Program Memberships

By Anna Breuer on 17 February 2019
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IMG_7667 2Hilton, which is entering its 100th year, reported a 20% increase in its guest loyalty program for 2018.

The hotelier said it gained over 14 million new members in its Hilton Honors loyalty program, which brought the total member to over 85 million by the end of 2018.

On its earnings call for the final quarter of 2018, the company provided additional details about the program’s growth.

Hilton said it is seeing growth from every major region of the world and that 40% of Hilton Honors new members came from outside of the United States. It also said that Hilton Honors members account for approximately 60% of systemwide occupancy, an increase of 200 basis points year over year.

The uptick comes as frequent customers may be reevaluating their loyalty to one hotel chain over another.

“To some degree, I suspect we are benefitting by getting members of other programs that are shifting their loyalty,” said Hilton CFO Kevin Jacobs on the call.

(Photo: Accura Media Group)

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