Two and a half years ago Hilton reported 60 million members. Then at the beginning of 2018 they reported 70 million. Now they say they are up to 94 million Honors members.
Hilton was the first to aggressively advertise ‘member rates’ which are small room discounts that require you to join the loyalty program. Unsurprisingly that’s just what guests do. And since the number of members has gone up recently, driven by this savings, these are ‘engaged’ members with recent Hilton activity.