quote by Tim Winship

Hilton notes on its website that it hasn't raised award rates since 2003. That's not likely to mollify consumers who know full well that the recession has severely depressed both hotel occupancy rates and room rates. In their eyes, Hilton's move amounts to this: Pay more points for stays that are worth less. Not exactly the stuff of ad taglines, and not a value proposition that's likely to please Hilton loyalists.

Next Step for HHonors Members: Wait

With the upcoming price increases, members of the HHonors program will naturally want to take advantage of the lower award prices wherever possible.

But until Hilton publishes a comprehensive award chart—showing not just the new prices, but which hotels fall into which price category—HHonors members can't make informed decisions as to which hotels will be significantly more expensive under the new scheme. So program members have no choice but to wait until more information is available.

What Hilton owes its loyal customers is as much advance notice as possible, so they can book awards at the lower prices in effect before the January 15th changeover. Undue delay adds insult to injury.



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