Hilton Worldwide in January will introduce a new top tier to its Honors rewards programme and will lower the number of room nights required to attain membership in some of its lower tiers, the company announced on Tuesday (18 November).
Beginning in January, travellers will attain Gold status in the Honors programme after staying 25 nights per year, down from the current 40, and Diamond status after 50 nights, down from the current 60, according to Hilton. Benefits for both tiers will remain unchanged.
Requirements for Hilton's Silver status will remain unchanged at 10 nights.
Travellers will attain the new top tier, Diamond Reserve, after staying 80 nights in a year and spending $18,000 with Hilton, according to the company.
Members will receive perks including guaranteed 4 pm checkout, "exclusive" service support from "specially trained team members dedicated to delivering personalised assistance and priority care" and complimentary access to Hilton premium clubs.
They'll also receive what Hilton calls a "Confirmable Upgrade Reward," the ability on a stay of up to seven nights to confirm at the time of booking a premium room upgrade, up to a one-bedroom suite, according to Hilton. Once used, members can earn a second such reward after reaching the 120-night or 30,000-point milestones, Hilton said. The perk applies to either paid or reward stays at select Hilton properties.
"Diamond Reserve was created to recognise and reward those who entrust their travel to Hilton," Hilton chief marketing officer and head of luxury brands Mark Weinstein said in a statement. "We know that enhancing the stay experience is the foundational building block to driving loyalty."
Hilton currently operates in excess of 400 properties in more than 40 countries across Europe and the UK.