Honors members account for 64%?
#1
Original Poster
Join Date: Jul 2012
Programs: HH D
Posts: 1,681
Honors members account for 64%?
Read this on the google news feed on my mobile, it is a quote from 'The Points Guy': "Hilton Honors, which currently has more that 173 million members, is 19% larger than it was a year ago, Nassetta said. That's a big deal, as Hilton members account for 64% of the occupancy at Hilton hotels around the world."
64%? I can hardly imagine this to be true. What do you think?
64%? I can hardly imagine this to be true. What do you think?
#2
Join Date: Aug 2020
Location: Somewhere in the Mid-Atlantic
Programs: Hilton Honors Diamond
Posts: 640
#4
Join Date: Nov 2006
Location: Norway, Maine
Programs: United Silver and HH Diamond
Posts: 1,479
I have two thoughts on this. 1) I thought Hilton automatically gave people membership in Hilton Honors when they made a reservation through the website or phone. If so, that would increase the number of people who are Honors members staying at the Hilton hotels. 2) What about all of the people booking via OTA? I thought many people were bailing on the hotel loyalty programs and going free agent. I guess not.
#5
Join Date: Apr 2010
Location: VIE
Programs: SAS EBS / *A Silver, Hilton Diamond, Radisson VIP, IHG Platinum Ambassador
Posts: 4,219
Another way to look at those numbers is that there's no point in staying at Hilton if you don't get perks.
#6
Join Date: Feb 2013
Location: DCA
Posts: 7,770
Not sure why this wouldn't pass the intuition test...this makes perfect sense to me for several reasons:
-Hilton has been pushing direct booking and member rates hard (as have the other chains), so anyone who is not a member gets a push to sign up when making any booking, and it's rather easy to do and saves a decent amount on that specific booking.
-This is by total occupancy as I understand it, so % of total booked nights across all properties throughout the year...so this statistic can become easily inflated through the actions of a small number of guests. If I (as Diamond) stay 64 nights and 36 random people each stay one night as a one-off, then members accounted for 64% of nights. Seems directionally right.
-Anyone who has tried to get an upgrade or any elite benefits in the past years can attest that it certainly *feels* like everyone not only is a member, but has top-tier status...
-The pool of guests at the properties is self-selecting / self-confirming...that is to say, people who want to be true free agents, do only boutiques, book through OTAs, hate Hilton, love Airbnb, whatever, are not staying at Hilton properties...thus the guest pools becomes an increasingly condensed set of brand loyalists. Put another way, this statistic is simply saying that Hilton hotels are filled with people who like to stay at Hilton hotels...
-Hilton has been pushing direct booking and member rates hard (as have the other chains), so anyone who is not a member gets a push to sign up when making any booking, and it's rather easy to do and saves a decent amount on that specific booking.
-This is by total occupancy as I understand it, so % of total booked nights across all properties throughout the year...so this statistic can become easily inflated through the actions of a small number of guests. If I (as Diamond) stay 64 nights and 36 random people each stay one night as a one-off, then members accounted for 64% of nights. Seems directionally right.
-Anyone who has tried to get an upgrade or any elite benefits in the past years can attest that it certainly *feels* like everyone not only is a member, but has top-tier status...
-The pool of guests at the properties is self-selecting / self-confirming...that is to say, people who want to be true free agents, do only boutiques, book through OTAs, hate Hilton, love Airbnb, whatever, are not staying at Hilton properties...thus the guest pools becomes an increasingly condensed set of brand loyalists. Put another way, this statistic is simply saying that Hilton hotels are filled with people who like to stay at Hilton hotels...
Last edited by arlflyer; Oct 26, 2023 at 5:29 pm
#7
Join Date: Jul 2023
Posts: 165
I would rarely choose to stay at a Hilton were it not for status.
As it is I avoid North American Hilton properties like the plague.
Boutiques almost universally offer a better experience at a lower cost.
Some Curios and WAs being the exceptions.
As it is I avoid North American Hilton properties like the plague.
Boutiques almost universally offer a better experience at a lower cost.
Some Curios and WAs being the exceptions.
#8
Join Date: Jul 2002
Posts: 3,702
I can't remember.. can you download the app and create a login without having an account number? If nit, maybe there are people with the HH app installed who set up accounts but who don't really book much. I have found myself creating FF accounts with airlines I fly only once so I can have the app available to checkin and show BPs etc...
#9
Join Date: Aug 2017
Location: DFW
Programs: AA EXP, Hilton Gold, Hertz Gold, Avis P+
Posts: 106
I believe it.
I’m on a few particular college parents FB pages, have been on them for 10 years. I’m shocked at how many are NOT members of any hotel or airline loyalty program nor have a credit card with rewards. We stress this all of the time, telling them to pick a brand and try to use that brand exclusively in order to build up points to help pay for those high dollar prime football weekends when hotels raise the rates. Same for airlines, get those points! Get that rewards credit card. So many do not and don’t even have a clue the benefits of being brand loyal when it comes to hotels and airlines.
A lot of them also use the third party booking sites, which we stress for them to not use, especially for high demand times.
I’m on a few particular college parents FB pages, have been on them for 10 years. I’m shocked at how many are NOT members of any hotel or airline loyalty program nor have a credit card with rewards. We stress this all of the time, telling them to pick a brand and try to use that brand exclusively in order to build up points to help pay for those high dollar prime football weekends when hotels raise the rates. Same for airlines, get those points! Get that rewards credit card. So many do not and don’t even have a clue the benefits of being brand loyal when it comes to hotels and airlines.
A lot of them also use the third party booking sites, which we stress for them to not use, especially for high demand times.
#10
Join Date: Aug 2014
Location: Europe
Programs: BAEC Silver; AerClub Silver, Hilton Honors Diamond
Posts: 336
I believe two things have been driving HH membership in recent years even for people that don't care about points: the room rate that is slightly lower for members and free internet.
I know some people that never bothered to sign up and don't really stay in hotels often, they were invited to enroll in HH at check in when inquiring about internet connection, so they were able to benefit of the free internet.
I know some people that never bothered to sign up and don't really stay in hotels often, they were invited to enroll in HH at check in when inquiring about internet connection, so they were able to benefit of the free internet.
#11
Original Poster
Join Date: Jul 2012
Programs: HH D
Posts: 1,681
You bring up some important arguments. My intuition must have been influenced by:
- Living in Europe, where chain hotels are less common.
- Rarely hear front desk thank people for their loyalty. Get more of an impression most other people use some opaque channel.
- Mostly staying on weekends and holidays, so you don't notice the many frequent business travellers.
- Only very occasionally see someone use a mobile key or use the Honors App to check out when there's a line at the frontdesk (and get dirty looks from people waiting, when using the key-drop).
#12
FlyerTalk Evangelist
Join Date: Aug 2011
Location: Barcelona, London, on a plane
Programs: BA Silver, TK E+, AA PP, Hyatt Globalist, Marriott LT Plat, Hilton Diamond
Posts: 13,220
64% seems about right, maybe a bit high.
The vast majority of people book a couple of hotel rooms per year at most. Those people think loyalty programmes are too complicated / don't work for them / I'll never earn enough points for a free night. But they do remember the non-stop tv advertising of Hotels.com, Trivago, etc. They also remember that "Hilton / Marriott / Hyatt" are supposed to be good. So they put two and two together and book a Hilton via some OTA shown on Trivago.
The only reason that 64% is so high is that people who are engaged with Hilton Honors tend to book far more nights per year than non-members.
The vast majority of people book a couple of hotel rooms per year at most. Those people think loyalty programmes are too complicated / don't work for them / I'll never earn enough points for a free night. But they do remember the non-stop tv advertising of Hotels.com, Trivago, etc. They also remember that "Hilton / Marriott / Hyatt" are supposed to be good. So they put two and two together and book a Hilton via some OTA shown on Trivago.
The only reason that 64% is so high is that people who are engaged with Hilton Honors tend to book far more nights per year than non-members.
#13
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Join Date: Sep 2012
Location: NW London and NW Sydney
Programs: BA Diamond, Hilton Bronze, A3 Diamond, IHG *G
Posts: 6,443
You bring up some important arguments. My intuition must have been influenced by:
- Living in Europe, where chain hotels are less common.
- Rarely hear front desk thank people for their loyalty. Get more of an impression most other people use some opaque channel.
- Mostly staying on weekends and holidays, so you don't notice the many frequent business travellers.
- Only very occasionally see someone use a mobile key or use the Honors App to check out when there's a line at the frontdesk (and get dirty looks from people waiting, when using the key-drop).
I've never ever seen anyone else use a digital key. Why do you get dirty looks when using the key drop? Anyone can use it especially if they already paid.
99% of the time I leave the keys in the room and just walk out. But I also do this for random hotels that I book via hotels.com (if prepaid or pay on arrival).
#14
Join Date: Aug 2023
Posts: 51
Perspective as a non-status member: Hilton is not the 1st preference chain so I rarely hit enough nights there to get status from it however the discounted member rates are valuable and I do collect points to transfer into my 1st preference airline programme so even at entry level there are benefits to being a member.
#15
Join Date: Feb 2013
Location: DCA
Posts: 7,770
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It would not surprise me if mobile key adoption is much lower in Europe than in the U.S. Checking into a hotel in Europe sometimes feels harder than taking out a mortgage.
![Stick Out Tongue](https://www.flyertalk.com/forum/images/smilies/tongue.gif)
Perspective as a non-status member: Hilton is not the 1st preference chain so I rarely hit enough nights there to get status from it however the discounted member rates are valuable and I do collect points to transfer into my 1st preference airline programme so even at entry level there are benefits to being a member.