A month ago Hilton announced that for the second half of 2021, a food and beverage credit would replace breakfast as an elite benefit at U.S. properties.
- The good news is that it could be used anywhere on property at any time, such as room service or dinner.
- The bad news is the amounts don’t actually cover the cost of breakfast at most hotels (at least for what most people would consider to constitute breakfast, with tax and tip).
The giveaway here was that Hilton wasn’t even announcing the credit amounts although those leaked quickly.
Since this replaces the ‘MyWay’ breakfast benefit, Gold members can also choose 1000 points at most properties in lieu of the F&B credit. 1000 points are worth about $4. Diamonds of course get their points too (except at Hilton Garden Inns, where the amount is also 750 points). Brands that offer complimentary breakfast to all guests are expected to continue to do so.
It is not possible, of course, to buy breakfast for $12 all-in at the Hilton Miami Downtown or Gale South Beach Curio Collection. It’s not possible to buy breakfast for $12 at Hilton Americas Houston. And while $15 is a little better in some major cities, it’s not going to buy breakfast at the Hilton San Francisco Financial District either.
This benefit is still positive for those who wouldn’t eat breakfast on-property, or those who aren’t keen on what passes for elite breakfast at some hotels these days due to cost-cutting in the name of covid (that brown paper bag grab & go).
However anyone who values breakfast as a status benefit at U.S. Hilton properties is likely to be disappointing for the back half of 2021. We’ll see whether or not this test gets extended to 2022 and beyond, or to hotels outside of the U.S.