Hilton Raises, Lowers HHonors Award Prices

With no published award-price charts to refer to, members of Delta’s SkyMiles program don’t know when award prices are higher or lower than normal. That’s because there is no baseline to use as a reference point; there is no normal. Or rather, normal is whatever Delta chooses to publish as the price for an award ticket on a particular flight.

It’s a fact of loyalty-program life: Airline and hotel programs periodically adjust their award prices. Of course, those adjustments amount to price hikes more often than not. And, all things being equal, higher award prices amount to an overall devaluation of the program.

As changes to hotel-program award prices go, the latest for InterContinental’s IHG Rewards are decidedly modest: Prices for award nights at 400 hotels will change by either 5,000 or 10,000 points, half moving up, half moving down. If it were just that 50-50 split, Rewards members might dismiss it as a wash and count their blessings. After all, “It could have been worse.”

A key selling point of rideshare services like Uber and Lyft is their transparency. Users know where their ride is, how soon it will arrive to pick them up, and how much the fare will be to their destination.

Hilton announced early this year that there were significant changes coming to the Honors program, set to take effect on April 3. This is a reminder of what’s coming, and how it’s likely to affect you.

Hilton titled the news release announcing upcoming changes to its Honors loyalty program as follows: “Hilton Honors Delivers Even More to Its Members in 2018 with Industry-Leading Earn Rates and New Benefits.”

“Stop Clicking Around. Start Saving.” That’s the headline of Hilton’s new ad campaign, and the nub of its latest marketing push.

Are you a current or prospective Hilton loyalist? If so, a credit card linked to Hilton’s HHonors program is a no-brainer. And, for a limited time, one of the HHonors no-annual-fee cards comes bundled with a particularly generous sign-up bonus.

Marriott has just published its list of award-price changes for 2016. As Marriott Rewards members have come to expect from these annual pronouncements, the news amounts to yet another decrease in the value of their points.

I’m not a fan of flash sales. If a company discounts its product or otherwise adds value to a purchase, then it should allow sufficient time for the offer to be widely communicated, considered, and acted on. “Snooze you lose” has always struck me as disrespectful and a bit nasty.

Overall, Delta’s SkyMiles program has established itself as one of the industry’s least generous loyalty schemes. To play, you’ll pay. But with this limited-time award sale, you can at least pay less.

Update from IHG, including effect date for new prices: “All reservations booked beginning Jan. 16, 2018, will use the new Reward Nights point prices. This is part of an annual review into the number of points needed for a Reward Night, and we’ll communicate to members through our regular channels, including email and our website.”