Hilton has been talking for years about improving its elite benefits. Hyatt allows their top elites to confirm suites at booking several times a year. Marriott at least offers suites if available at check-in with most brands, and lets members staying 50 nights or more each year to designate some nights where they want priority for those upgrades (‘suite night awards’).
In contrast Hilton doesn’t even guarantee late check-out, and while hotels are permitted to offer suite upgrades none is required to do so. They’ve been considering doing something in this space, though, since at least 2014 if not before.
Finally Hilton is testing confirmed suite upgrades as an elite benefit. Brendan Dorsey reports that they launched a pilot program this past Monday with a small group of high revenue customers.
- Each received one confirmed upgrade certificate
- Upgrades are confirmed at time of booking, and valid up to 7 nights
- Has to be redeemed by end of March, for travel any time through end of Hilton’s booking schedule
Conrad New York
They’re going to evaluate the test and evaluate how to move forward with a suite benefit.
There’s no word at this point whether a benefit like this would be offered to all Diamond members, or just those hitting certain night thresholds (as opposed to, say, earning Diamond status through a credit card). And there’s no word how many confirmed suites would be offered.
If Hilton introduces guaranteed late check-out (one could only hope for early check-in, too) and a confirmed suite benefit their heaviest stay guests could finally see meaningful elite benefits from the program.