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One of the main reasons we don’t like loyalty programmes getting rid of traditional award charts, is because it allows points prices to move around (usually up!) without warning. It is therefore not surprising to see that Hilton has now bumped its top-tier award pricing from 120,000 points per night to 150,000 points per night.
For now, the new 150,000 maximum is at least limited to just one hotel – the Waldorf Astoria Maldives Ithaafushi:
As you can see below, the Waldorf Astoria Los Cabos still maxes out at 120,000 points per night, and every other Hilton Honors hotel requires 95,000 points or fewer:
Objectively, 150,000 Hilton Honors Points per night actually isn’t even really a ‘bad’ deal. Cash rates can easily exceed £1,500 per night, and you can routinely purchase 150,000 Hilton points for considerably less than that when there is a sale on.
The problem here is that without ‘proper’ award categories, points prices can be raised quietly and immediately whenever a loyalty programme wishes to do so. While you can see why programme executives might be drawn to that in the short term, I’m not convinced it’s a great way to build long term trust and loyalty from customers…