Hilton announced a new food and beverage benefit that replaces breakfast at U.S. hotels starting in July and running through the end of 2021. They will offer a food and beverage credit for use any time at the hotel, including in-restaurant, for grab and go, or for room service.
That sounds great in theory – you can take your meal as it’s most convenient to you. I actually love the concept and suggested it myself to the head of Hilton’s loyalty efforts years ago.
However the devil is in the detail of how much that credit is for. I suspected it would be for far less than breakfast actually costs in many locations. Hilton’s announcement of the benefit without the detail on amount – when they clearly knew the amount – is itself a strong giveaway.
According to an email reportedly sent to hotels and posted to Reddit (HT: Doctor of Credit),
The credit can be utilized at all participating F&B outlets on-property including the market and room service. Members will be instructed to charge all F&B purchases to their folio. Credits will be provided daily to Gold and -Diamond members and up to one guest registered to the room.
Gold members will have the option to either receive points or the F&B credit, while Diamond members will receive both points and the credit. -Credits do not accrue or rollover if unused. If they are used, it will be processed through manual folio adjustments by the night audit.
The credit amounts are as follows: Luxury $25, Full Service $12 (or $15 in high-cost markets), Lifestyle $12 (or $15 in high-cost markets) and Hilton Garden Inn $10.
You’re not going to cover breakfast at a full service hotel in New York for $15.
This benefit is still positive for those who wouldn’t eat breakfast on-property, or those who aren’t keep 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.