As all this plays out I guess I have mixed emotions. I understand in this age companies have to be creative to stay afloat and if Hilton wants to give points to people who do not stay at their properties I guess that is their business. Of course, having no knowledge of the hotel industry I always assumed the goal was putting warm bodies in their rooms. Guess I was wrong.

As for the point increase, since they are giving away more points, I can understand the need to control the redemption of those points and the increase is a simple way to do that. Of course this is not a great way to show appreciation to those loyal to the program.

I think if they wanted my loyalty and support, they would find a way to lessen the impact.

How about raising the number of miles per dollar for BIB (butt in bed) nights. That would be a true loyalty award for staying at their properties.

Perhaps a bonus program. How about a free night for every x number of nights stayed. Another loyalty award for staying at their properties.

I think the ball is in their court and while I'm not expecting a holiday miracle, it would be nice if they showed a little appreciation to their customers.