Case Study: Hilton Worldwide looks at Hilton HHonors since the launch of new rewards eight months ago. Several data points provided by Jeff Diskin, Hilton Worldwide Senior VP of Customer Marketing give insight to the current state of Hilton HHonors.
- 45% of all Hilton guests are HHonors members.
- 200,000 rooms are available as Premium Room Rewards.
- 20% of all new HHonors redemptions are for Premium Room Rewards.
- HHonors expects 50% more new member enrollments this year than last year.
My takeaways from the data are HHonors elite members are probably experiencing some impact on complimentary room upgrades considering the rooms pre-booked as Premium Room Rewards. Then there are e-standby room upgrades (NOR-1) that anyone can access when offered at time of booking, even guests who are not HHonors members.
45% of guests are HHonors members is a historical record for Hilton. This is actually higher than most loyalty programs which leads to the question: Why are so many people staying at hotels without joining the hotel chain’s loyalty program?
The majority of hotel guests at major chain hotels obviously don’t know what they are missing.
Loyalty Traveler current hotel promotions summary– October 12, 2011.