Hilton has announced a loyalty program revamp and small but significant changes to its name.
It has removed one ‘H’ from the program name and will be called ‘Hilton Honors.’
In addition the company will be known simply as Hilton, dropping ‘Worldwide.’
"We think when you have a brand like ours, you don’t need gimmicks, and you don’t need shtick," said Mark Weinstein, Hilton’s senior vice president and global head of loyalty.
Hilton is adding more options for its 60 million loyalty members, notably by allowing them to use a combination of points and cash to book reward stays.
In another first, up to nine members can soon combine their points to book stays.
Points can also be used to make online purchases at Amazon.com.
"Hilton Honors is being more flexible, more valuable and more personal to our members. We’re providing a reason for less frequent travelers to be more engaged," Weinstein said.
