There are several blog posts out there assuring that you don't need to name a friend or family member, such as
http://milevalue.com/hilton-hotels-u...s-family-rate/ :
Will I be asked who I know at Hilton when I check in using this rate? After all, the landing page says “Exclusive Friends & Family Sale”.
No, despite the misleading name, this is not a corporate rate or something that only Hilton employees can take advantage of. The promotional name simply implies that rates are deeply discounted off the Best Available Rate. They want you to feel like you are getting a great deal when booking.