The screaming will really kick off when when all the 95k high-end properties are aligned to 0.5 cents fixed value. Then it’s well and truly a cashback programme.

I don’t think Hilton have the guts to take away the aspirational aspect to the programme. Getting 10% back on some corporate travellers Hampton stay doesn’t quite have the same appeal as saving up for a free week in the Maldives. Away from the brands that give actual status benefits I believe we would all prefer to have real cash back in the form of Hotels.com style loyalty rewards.