I always transfer them into Priority Club points. $100 for 4,000 points doesn't sound quite as good as 7,000 hilton points but when you consider PC's 5,000-point PointBreak opportunities, those 4,000 points could potentially be just 1,000 points away from a night in an Intercontinental. Hilton can't compete with that. Of course everyone has their own immediate or personal needs but as far as a straight conversion value I think Priority Club's PointBreak nights can give you about the best actual $-value from your e-rewards dollars.