Skift Take

Elite members of Hilton's Honors program will soon see some significant upgrades. Marriott and Starwood should take notice.

Hilton’s loyalty program is about to get much better for frequent travelers. This week, the hotel group — which includes 14 brands — is changing the way in which elite members of its Hilton Honors loyalty program earn points. Silver members will now earn an additional 20 percent point bonus on bookings while Diamonds will earn a 100 percent bonus.

Diamond members will also be introduced to a variety of new perks including bonus points for every 10th stay past 30 nights and the ability to gift status to a peer.

These perks position Hilton well to compete for the heaviest of business travelers out on the market. But they also position Honors well for a year in which many business travelers may be looking for a new loyalty program to call home. Marriott and Starwood are due to make a big announcement for how their joint program will operate, while Wyndham and Hyatt have also made big changes in the last year. As many uncomfortable business travelers see change, Hilton may be ready to receive them with open arms.

More details on Hilton’s changes were profiled below.

If you have any feedback about the newsletter or tips, feel free to reach out via email at [email protected] or tweet me @grantkmartin.

— Grant Martin, Business of Loyalty Editor

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Skift Business of Loyalty Editor Grant Martin [[email protected]] curates the Skift Business of Loyalty Newsletter. Skift emails the newsletter every Monday.

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Tags: hilton, loyalty

Photo credit: Hilton Honors is changing, and is offering greater bonuses for elite travelers. Pictured is a Hilton property in Albany, New York. Hilton Worldwide

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