Hilton Honors Devaluation
Honk if you’ve heard this one before. Hilton has raised award rates at some of their properties, including a few now at 250k points per night. Indeed, Hilton is playing their devaluation hits again, a favorite of theirs as recently as four months ago. It does raise an eyebrow when such a change returns so quickly after the last one. So today, I figured it’s worth revisiting this Hilton Honors devaluation M.O. with a few more thoughts.
A Bit of Perspective
Similar to May, award rates have increased with a portion of the Hilton Honors portfolio. To be extra clear, this is not an across-the-board hike. I said it then, and I’ll say it again: from a points perspective, Hilton Honors members don’t actually feel this devaluation unless they book a hotel subject to one. This is a nothingburger to many travelers.
For my modest travel schedule, I follow rates for a handful of properties which meet my needs and wants, Hilton and otherwise. I speculatively book certain aspirational properties, but I’m slower to book hotels on more routine trips – which is the majority of my travel. Since Hilton’s latest move last week, I checked rates at several of its properties I’ve been eyeing, and none have increased. Of course, this is a bit anecdotal, but I’m confident many travelers are unaffected by this change.
Winners and Losers
Undoubtedly, certain Hilton Honors loyalists are more immediately feeling this change. I recommend those individuals revalidate their travel goals. For your destination, do other properties (Hilton or otherwise) exist which meet your needs? How important is staying at a particular property to you? Assess, and consider booking elsewhere.
But let’s say you’re planning a stay at a specific property which has just increased rates -whether that’s your only option, you’re in love with the hotel, or anything in between. In my view, if a Hilton property with a higher award rate (in this case) still most optimally meets your goal, that’s a valuable redemption for your specific situation. You get what you pay (points) for.
The biggest losers with this Hilton Honors devaluation are individuals with an unhealthy infatuation exclusively focused on cents per point value. They’re hemmed in even more by clinging to such a misguided strategy.
Certs Continue to Deliver…
…for a variety of stays, but for how long? Hilton Honors free night certificates have been extremely valuable, still redeemable at the vast majority of properties with only a few exclusions. That cheat code allows loyalists to circumvent hiked rates at these properties, and maybe certs have become too valuable over time. Like I said back in May, these certs are ripe for a devaluation. I expect one to happen sooner rather than later. I’d love to be wrong, though.
Regardless, I’m expecting/hoping to be right on another matter. When it happens, I think a devalued Hilton free night certificate will still be the best of its kind. People have debated how much these certs are or will be worth. Here’s my value: enough.
What I’m Doing and Not Doing
Based on this recent Hilton Honors devaluation, am I changing things up? Not in any huge way, but I have a minor tweak at the end.
- I’ll continue collecting and using Hilton Honors free night certificates.
- I’ll continue efficiently earning Hilton Honors points, particularly when I’m not limiting my spend in other areas.
- My wife and I will continue holding Hilton Honors Diamond Status, with no plans to leave.
- I’ll weigh other award options more toward non-Hilton stays in certain situations, particularly with IHG, Marriott, Choice/Preferred Hotels and Amex Fine Hotels & Resorts.
Hilton Honors Devaluation – Conclusion
While I consider myself a hotel free agent, I’m probably more loyal to Hilton Honors than any other program. I must recognize my own confirmation bias here. That said, I don’t get the hysteria of some running the other way from a program when a portion of properties costs more in points. Wake up – all loyalty programs and their points devalue. Like it or not, this is part of the deal we signed up for when we got into points, miles, and travel. Individuals can make bold moves away from certain programs depending on the severity of a devaluation. But in other situations, we can do just as big or bigger things in different ways with the same programs. Embrace a middle ground and prosper!
How are you feeling about this latest Hilton Honors devaluation?
