It will be interesting to see how the Hilton family franchisees respond to this decision.

Of course, FT is not the universe of Hilton HHonors members but those who spend their own dime can see the declining value of the program as Hedoman rightly notes above.

I have got to think that the franchisees are not happy about this move since they are likely going to wind up with less traffic in their hotels -- less people chasing after declining point values and non-existent or paltry bonuses, etc.

Almost everyone who has responded has noted that there is a back-up chain for them, be it PC who has just as many if not more hotels than Hilton and gives out generous point incentives, has decent mid-tier HI-EX and Staybridge/Candlewood suites and point-break offers, to Marriott that at the very least has tremendous breadth, to SPG that has very good Customer service, a presence on this board, newly renovated Sheraton properties after a cull of dismal properties with this or the 4 Points name, expanding new build aloft and element brands, as well as top tier Luxury Collection, St. Regis, W and Westin brands and whose managers who oversee their program actually lowered the points required for stays at their properties -- not to mention having a free night earning promotion earlier this year, to newly strengthened Hyatt with newly built/reonovated mid-market HP or SS properties, unparalleled customer service and the best end of the year bonus promotions presently offered.

Hilton is a dinosaur in need of a new direction, new thinking and new blood. They could begin to mollify many here by placing many of the newly more expensive properties on Point Stretchers, but since they have let that program languish for some time now, somehow I don't see that happening.

They are embarking down the path to making themselves an irrelevancy for many.