Dear Erin,
You can count my last reservation as a farewell. I've been Gold now for a few years, and never book elsewhere, but with this change, we are no longer partners.
United Airlines provides me with Marriott Rewards Gold status as part of my benefits as a 1K frequent flier (actually they provide this to gold status members). That's where all my stays are going to be scheduled effective immediately. Too bad because I've enjoyed the value of HHonors for the last several years.
As a frequent flier who is in hotels every week, and whose itineraries can change at the drop of a hat, I have free same day changes to my flights. I cannot imagine Hilton thinking this change through properly and coming to the conclusion that customers, particularly loyal customers, will simply absorb this increase in cost.
Rescind, and I'll be back, but do it fast.