Hilton Rebrands Itself and its Guest Loyalty Program While Adding New Features

By Paul Riegler on 31 January 2017
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Hilton London Bankside reception area

Hilton London Bankside reception area

Hilton announced that it was tweaking its brand, which will henceforth be known as Hilton instead of Hilton Worldwide, and dropping the somewhat redundant “H” in its guest loyalty program, formerly known as Hilton HHonors.

The hotelier also said it is adding four new features to Hilton Honors, namely Points Pooling with family and friends; Points and Money, a fully variable redemption of points and cash on a sliding scale; the ability to use points to make purchases at Amazon; and one-time extensions of Diamond elite status for members who have held that level for a minimum of three years, accumulated 250 nights or more or 500,000 base points, and didn’t requalify.

“Frequent travelers told us they want more flexibility while less frequent travelers want to be able to use their Points in more ways and more quickly,” said Mark Weinstein, the senior vice president who heads up customer engagement, loyalty, and partnerships at Hilton.

Hilton Honors members, who currently number around 60 million, will be able to use the points-pooling feature starting this spring and the Amazon shopping feature will become available this summer.

As part of the rebranding, the company is introducing a new “simplified and streamlined” corporate identity and logo.

(Photo: Accura Media Group)

Accura News

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