Hilton CEO Chris Nassetta

Hilton CEO Chris Nassetta Christopher J. Nassetta

Hilton has re-branded and enhanced its popular loyalty program Hilton Honors, including becoming the only such program that will offer members the choice to flexibly combine points and money for a hotel stay.

The program’s name and logo has shifted from HHonors (with two H’s) to Honors and the company says this part of the continual evolution of the program.

Simultaneously, Hilton has also enhanced the program through a points redeeming partnership with Amazon.com; will now allow family and friends to combine their Points for free; and is offering the ability to extend Diamond status when life puts travel on pause.

“At Hilton, we are committed to continually innovating to deliver exceptional experiences for our guests,” said Christopher J. Nassetta, president and chief executive officer, Hilton.

“Enabling our Hilton Honors members to use their Points to shop at Amazon.com, along with the other industry-first perks we’re announcing today, are some of the many ways we are honoring that commitment.”

Hilton Honors_Logos

Hilton Honors has become the only guest loyalty program where members can redeem their points for an award night or a stay using a flexible combination of points and money. Beginning in late February, members can use the new Hilton Honors Points and Money slider to select how many points they want to redeem toward a room. This means members will now be able to use their points faster for hotel stays, any time, with no blackout dates.

Beginning in April, Hilton Honors members will be able to combine – or “pool” – their points with up to 10 friends or family members for free. A total of 11 members can pool their points for stays in great locations for family reunions, trips with friends or any other event that brings people together.

Whether bringing home a newborn, going back to school or launching a new career, Hilton Honors’ most loyal members have shared that life sometimes puts travel on pause. Beginning in March, eligible Diamond members may receive a one-time, one-year extension of their status – for any reason. No other hospitality industry program offers this level of flexibility.

“These new perks revolutionize how all Hilton Honors members can use their Points. Frequent travelers told us they want more flexibility while less frequent travelers want to be able to use their Points in more ways and more quickly,” said Mark Weinstein, senior vice president and global head, customer engagement, loyalty and partnerships.

“Now more than ever, Hilton Honors is the most flexible, useful, and valuable guest loyalty program – giving our members more of what they want most.”

As part of the rebranding of Honors, Hilton has revealed a new corporate identity and logo. From today forward, the company will no longer use “Worldwide” in its name and be known simply as “Hilton.”

James Wilkinson

Editor-In-Chief, Hotel Management