I’ve been a Hilton loyalist for over a decade. I first started staying with Hilton dues to the proximity of an Embassy Suites property to my office in the Bay Area. Over the last decade or so, Hilton Honors has fueled my travels around the world, be it to Dubai, Auckland, Rome or Singapore.
However, Hilton made a few changes to their program after Covid-19. Top tier members lost access to free breakfast in the US, only to be replaced by a ‘credit’ which barely offset the charges. On the other hand, Hilton makes it very easy to earn elite status. You only have to be approved for the right credit card and you get instant elite status with Hilton Honors.
New Hilton Honors Elite Level
A few weeks back, Hilton launched yet another elite status level. Yep, one notch above Hilton Honors Diamond. It was just a matter of time, given the fact that anyone who is approved for the Hilton Aspire Card immediately gets Hilton Honors Diamond status. So, Hilton added a tier above that and called it Hilton Diamond Reserve.
In short, Hilton Diamond Reserve is a tier higher than Diamond, but ‘guarantees’ benefits that regular Diamond members can’t quite enjoy at times. I’ve been Hilton Diamond for many years, but I’ve seen Hilton’s application of benefits to be rather inconsistent. In essence, a Diamond Reserve tier guarantees that if you spend more money at Hilton properties and are loyal to the brand, then these benefits will be offered to you. Two clear points of difference stand out compared to regular Hilton Diamond elite status:
- Confirmable Upgrade Rewards
- Guaranteed 4 PM Check out
Yet Another Elite Status Level
As per View From the Wing, Hilton has confirmed yet another tier, called “The Honors Society”. Similar to Cobalt status with Marriott, this is a tier only available via invitation. While Hilton confirmed that such a tier is going to be launched, they shared no further details pertaining to qualification requirements or benefits offered.
The Pundit’s Mantra
In short, be it the announcement about the Diamond Reserve or a new ‘secret’ level called the ‘Honors Society’, my hotel strategy isn’t going to change much going forward. I already have Platinum status with Marriott Bonvoy and bank most of my stays with Marriott Bonvoy. I also have the Charles Schwab Platinum Card by American Express, which gives me complimentary Hilton Honors Gold status.
This strategy helps me optimize my hotel stays around the world. Most of my travel is international in nature. Due to elite status with Marriott and Hilton, I get access to a decent suite of benefits at most properties around the world.
However, these recent announcements have signaled a clear change in strategy ahead for Hilton. With Diamond Reserve, they’re looking to clearly bifurcate, drawing a clear line between elite status earned via credit cards versus status earned via actual paid stays at their properties.
How do these recent changes by Hilton affect your hotel loyalty going forward? Tell us in the comments section.
___________________________________________________________________________________________________________________
Never miss out on the deals, news and travel industry trends. Like us on Facebook, follow us on Instagram and Twitter to keep getting the latest content!
___________________________________________________________________________________________________________________
___________________________________________________________________________________________________________________
Credit Card Offers
American Express Business Credit Cards
- Earn 200,000 Membership Rewards points with the Business Platinum Card
- Earn 150,000 Membership Rewards and enjoy a 0% intro APR on the Business Gold Card
Chase Sapphire Cards
