Hilton Honors Points Devaluation
The Hilton Honors program has announced a significant increase in hotel rewards redemption costs, impacting travelers passing through Emirates (EK) at Dubai International Airport (DXB) and Japan Airlines (JL) at Tokyo Haneda (HND). This marks the third such increase in the past year, following changes in December 2024 and May 2025. Members were not given direct notice, leaving many surprised by the sharp rises when booking luxury accommodations.
Over the last 12 years, maximum points required for top-tier Hilton hotel stays have increased from 50,000 to 250,000 per night. Initial price hikes to 95,000 points met with significant backlash, a price now considered reasonable in comparison to current rates. These increases are primarily attributed to the proliferation of U.S. Hilton credit cards offering free night certificates and signup bonuses, according to Head for Points. Such redemptions result in Hilton absorbing the cost, exacerbating inflation within the system.
Recent Changes Across Hotels
Luxury properties have seen the most substantial increases in redemption points, with new peak rates implemented:
- Waldorf Astoria Maldives: 190,000 → 250,000 points
- Waldorf Astoria The Palm Dubai: 80,000 → 100,000 points
- Waldorf Astoria Amsterdam: 120,000 → 150,000 points
- Conrad Tokyo: 100,000 → 130,000 points
- Conrad Maldives: 140,000 → 180,000 points
Although Hilton continues to offer “5th Night Free” redemptions for elite members, the value remains limited. For instance, five nights at Conrad Tokyo now require 520,000 points, which demand approximately $26,000 in base spending from a Diamond Elite member. While luxury hotels have been the focus, many mid-tier establishments experienced increases of 5,000–10,000 points.
Loyalty Earning Weakness
Despite rising redemption costs, there have been minimal changes in point-earning mechanisms. While bonuses for Gold and Diamond status have seen some enhancement, major promotions have been sparse. The summer 2025 campaign provided only 1,000 bonus points per stay, and there are currently no promotions ongoing—the first such hiatus in years.
The average point value across Hilton’s 7,000 hotels remains around 0.33p, though luxury redemptions are disproportionately affected. U.S. cardholders can easily accumulate over one million points through frequent card sign-ups and partner pooling, whereas dedicated travelers earning points through hotel stays struggle to keep pace.
Small Luxury Hotels and Redemption Limits
Hilton’s partnership with Small Luxury Hotels (SLH) aimed to enhance its high-end portfolio following a shift away from lower-tier brands. However, the high point requirements have made these properties unattainable without additional earnings from hotel stays alone. A major frustration for members is Hilton’s restriction of redemptions to standard rooms, unlike competitors like Marriott Bonvoy and Hyatt, who offer paid upgrades to premium rooms for reward stays.
Competitor Programs Offer More
Competing programs continue to provide better loyalty benefits:
- Accor ALL: Points redeem at a flat €0.02 per point rate, eligible on any room, any night.
- Marriott Bonvoy: Promises 4 pm late checkout for Platinum members and provides suite upgrade vouchers.
- IHG One Rewards: Offers Milestone Rewards with suite upgrades available after 20 nights and lounge access after 40 nights.
In comparison, Hilton’s Food & Beverage credit in North America often falls short of breakfast costs, leaving elite members dissatisfied, particularly when compared to Marriott’s offerings.
Outlook for Hilton Honors
The Hilton Honors program remains globally extensive, but its luxury redemption offerings are increasingly out of reach for conventional travelers. With escalating point costs, diminished promotions, and fewer competitive perks for elites, changes may be necessary for Hilton to retain high-value members focused on aspirational travel experiences.
