This is not the same as increasing price and then running a "sale". Even if some properties happened to raise their prices, the price increase is 100% across all customers but a small % aka members gets a discount for their loyalty. The two scenarios are different. As a guy who tries to view the glass as half full, I see it as "gee.. Prices have risen but boy am I glad that the new discount allows me to keep the old pricing / soften the increase." You honestly believe most guests are Hilton members? Lots of guests are members of none. I am willing to bet No and probably a lot are on tour packages which will get hit with the increased pricing even though the increase is not clear.