Hilton's Loyalty Program Shake-Up: What We Know About New Tiers and Devaluations
Hey friends, Phillip here with Points of Phillip, and today we've got some interesting, albeit quickly disappearing, news from Hilton. A webpage briefly went live, confirming what many of us have suspected about new status tiers and program changes before it quickly went dark. While Hilton works to officially confirm these details, we managed to snag some crucial information that sheds light on what's coming.
For those of you entrenched in the credit card game and hotel loyalty, these changes could significantly impact your travel strategy. So, let's dive into what we know, and don't forget to hit that like and subscribe button if you find this helpful!
The New Hierarchy: Welcome, Diamond Reserve
The biggest news is the introduction of a fourth tier: Diamond Reserve. This new top-tier status sits above Silver, Gold, and the existing Diamond.
To qualify for Diamond Reserve, you'll need to hit a substantial benchmark: 80 nights OR 40 stays PLUS $18,000 in Hilton spend. That's a significant commitment, particularly if you're solely relying on hotel stays.
So, what do you get for that level of loyalty and spending?
120% Points Bonus: A boost over the current Diamond status's 100% bonus.
Confirmable Upgrade Rewards: This is a game-changer! Unlike the "space available" upgrades, Diamond Reserve members will know if their upgrade is confirmed at the time of booking. This is incredibly valuable, especially for families who might need a suite to accommodate extra guests, a common requirement in many European hotels.
Guaranteed 4 PM Checkout: A welcome return for many. While original Diamond members used to enjoy this as a space-available perk, it became less consistent. Diamond Reserve makes it guaranteed.
Access to Premium Clubs: This is a key differentiator. While regular Diamond status often grants access to executive lounges (especially valuable overseas, like the Conrad London's executive lounge that saved me about £200/night), Diamond Reserve opens the doors to more exclusive "Premium Clubs" like Club Signia, Sakura Club, or Waldorf lounges, which are typically separate from standard Diamond benefits.
Broader Program Changes & The Devaluation Dilemma
Beyond Diamond Reserve, there are other significant shifts coming:
Rollover Nights are Ending: Starting in 2026, the rollover nights feature will be discontinued. Hilton's reasoning is that members didn't fully understand or utilize this benefit, a claim that might raise a few eyebrows among loyalists.
Effective Date: All these changes will come into effect on January 1, 2026.
Re-qualification Frustrations: This is a sore point. If you qualify for Diamond Reserve in 2025 (say, you've already met the criteria), you'll only be Diamond for 2026 and will have to re-qualify for Diamond Reserve from scratch in 2026. This feels like a penalty for early adopters and dedicated Hilton loyalists.
Perhaps the most concerning aspect for many is the devaluation of existing tiers. While it appears Silver, Gold, and even Diamond status will be easier to achieve under the new system, the benefits associated with them are being "nerfed." Diamond status, which once offered more robust space-available suite upgrades and the 4 PM checkout, will see these benefits reduced or removed entirely, making the program less appealing than before. For someone like me, who relied on the Aspire card's automatic Diamond status for great benefits, this is a difficult situation.
The Credit Card Conundrum: What About Aspire?
A big question mark hangs over Hilton's co-branded credit cards, particularly the Hilton Aspire Card, which currently grants automatic Diamond status. Will Aspire continue to offer Diamond, or will there be a new mechanism to earn Diamond Reserve through spending? We'll have to wait and see how Amex and Hilton adapt the card portfolio to these new tiers, as it could be a significant factor for many travelers.
American Express FHR: An Alternative Path to Luxury Perks?
It's worth noting that many of the core benefits touted for Diamond Reserve—like guaranteed 4 PM checkout and valuable upgrades—can already be accessed through booking with an American Express Platinum or Gold Card via the Fine Hotels + Resorts (FHR) or The Hotel Collection programs.
FHR, in particular, offers guaranteed 4 PM checkout, and in my experience, has often delivered more substantial upgrades than Diamond status alone. For example, while Diamond status might get you a better view, booking through FHR once upgraded me from a junior suite to a full one-bedroom suite at the Conrad Fort Lauderdale. If Amex is willing to incentivize bookings through FHR, the value proposition of chasing Hilton's top-tier status might diminish for some.
My Take: Less Incentive to Stay with Hilton?
Honestly, these changes might decrease my incentive to stay with Hilton. While Hilton does make it relatively easy to gain status through cards like the Aspire (Diamond), Surpass (Gold), Business Card (Gold), and even the Amex Platinum (Gold for authorized users), the value of that status appears to be diminishing. If the benefits I truly care about are being diluted or can be found elsewhere (like through Amex FHR), my loyalty might shift. Perhaps toward Marriott, especially if I pursue their Platinum status through cards like the Amex Brilliant.
What do you think? Will these new Hilton tiers and program changes make you more or less likely to stay with Hilton? Let me know in the comments section below – this is a big deal for our travel strategies!
Thanks so much for joining me, and I can't wait to see you guys until next time. Have a great day!