Hilton Amps Up Loyalty Program, Unveils New Identity

MCLEAN, VA—Hilton has launched new benefits for all 60 million members of its guest loyalty program, Hilton Honors, including Shop with Points at Amazon.com. The brand also introduced a new corporate identity and logo for Hilton and Hilton Honors to illustrate a more simplified program, following the spin-offs of its real estate and timeshare businesses.

Guided by extensive consumer feedback, Hilton Honors now offers its members the choice to flexibly combine points and money for a hotel stay; use their Points at Amazon.com; allow family and friends to combine their points with up to 10 friends or family members for free; and eligible Diamond members may receive a one-time, one-year extension of their status—for any reason.

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

“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, SVP 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.”

Hilton Honors members will notice an update to the program’s name and logo, shifting from HHonors—with two H’s—to Honors. This rebranding is reflective of the continual evolution of Honors, according to the company. As part of the rebranding, 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.