Hilton will introduce a new Diamond Reserve tier to its Hilton Honors loyalty programme in January as well as making Gold and Diamond status more attainable.
The new Diamond Reserve tier will reward those who qualify with 80 nights and US$18,000 in annual eligible spend. The Confirmable Upgrade Reward will be one of its key benefits and allows eligible members to lock in premium room upgrades — including up to a one-bedroom suite for stays of up to seven nights — at the time of booking.
Diamond Reserve status also guarantees a 4pm late checkout on every eligible stay; 24/7 exclusive customer service support; complimentary access to Hilton’s Premium Clubs; and the highest priority for space-available upgrades, confirmed as early as three days before check-in.
The changes will also mean members will reach Gold and Diamond status faster — with only 25 nights per year instead of the current 40-night requirement and 50 nights instead of 60, respectively. Both statuses will retain the same benefits, including early confirmation of space-available room upgrades and a daily food and beverage credit or continental breakfast.
Mark Weinstein, chief marketing officer and head of luxury brands, Hilton, says: “Loyalty is not something we take lightly. We’ve spent years listening to our members. Diamond Reserve was created to recognise and reward those who entrust their travel to Hilton.
“We know that enhancing the stay experience is the foundational building block to driving loyalty, which is why we have thoughtfully designed a suite of ultra-premium benefits intended to make staying with Hilton even better.”