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For the past several years Hilton has almost always been offering double points. That’s necessary, because without double points the program’s rebate value is lower than competitors. That’s also what we should expect.
The road map for where Hilton has gone with their program was laid out by Jeff Diskin, now Hilton Executive Vice President, back in 2010.
[B]eing over indexed in terms of the base level doesn’t give you enough payback because not enough people can understand or know what it is. We are actually recognizing that it’s much more important to have promotional activity in the marketplace to segment divide and conquer and put different initiatives in place for different groups of travelers. Not just by their tier level but also by the type–if they’re resort stayers or meeting planners–versus just having a core proposition which we over indexed.
He said the Honors program was giving too much basic value to members and it wasn’t generating enough value. They hadn’t been active with promotions. And that needed to flip. That’s exactly what’s happened.
Conrad Koh Samui
For May 6 through September 8 Hilton has offered double points, but only starting with your second stay during the promotion period however they offered a kicker of additional bonus points after 10, 15 and 20 stays giving members stretch goals.
- The casual stayer, which Hilton has gotten so much press by supposedly wanting to attract, wasn’t getting anything. And that’s after Hilton reduced the amount of points that base members earn.
- However power stayers were given stretch goals to reach.
Now, without skipping a beat, Hilton is out with its new promo and you’ll definitely want to register. Between September 9 and January 5 you earn:
- Double points
- However if you are a Hilton co-brand credit card customer you earn triple points
Conrad New York Downtown