Hilton Strengthens Luxury Loyalty Program with New Elite Perks

Photo: Travel Daily News

Hilton is updating its Hilton Honors loyalty program: starting in 2026, members will be able to reach elite tiers faster, and a new premium status level, Diamond Reserve, will be introduced. The company is taking another step toward strengthening personalized service and aims to offer travelers more valuable and predictable benefits against the backdrop of global network expansion.

New Diamond Reserve Tier

Diamond Reserve will become the most exclusive status level in the program and will launch in January. The new tier is designed for the most frequent travelers and includes benefits that were previously unavailable at any Hilton Honors level. Among them is a confirmable room upgrade at the time of booking, including certain suites, for stays of up to seven nights. Members will also receive guaranteed late checkout until 4 p.m., priority access to Premium Clubs, the highest priority for room upgrades three days before arrival, and round-the-clock dedicated customer support. To qualify, members must complete 80 nights and accumulate 18,000 USD in qualifying spend. A second confirmable upgrade voucher will be issued after reaching 120 nights or accumulating 30,000 bonus points.

Hilton President and CEO Chris Nassetta noted that the update reflects a growing demand for “meaningful and personal” rewards. He emphasized that Hilton Honors is becoming more accessible while maintaining competitive advantages that allow the program to stand out from rival hotel chains. Hilton’s portfolio now exceeds 9,000 properties worldwide, and the company expects that these changes will strengthen guest loyalty.

Lower Thresholds for Gold and Diamond

From 2026, qualification thresholds for Gold and Diamond status will be reduced. Gold will be available after 25 nights instead of 40. Gold members will retain early confirmation of available upgrades, a daily food-and-beverage credit or breakfast depending on region, and an 80% point-earning bonus. Diamond will require 50 nights instead of 60. This tier will continue to include Executive Lounge access, a 48-hour reservation guarantee, early confirmation of room upgrades, daily dining benefits, and a 100% points bonus. Hilton is simultaneously lowering the stay and spend requirements for both tiers.

Key Benefits of the Program

A significant part of the changes focuses on Diamond Reserve, which was developed after a long-term analysis of frequent-guest behavior. Chief Marketing Officer and head of luxury, Mark Weinstein, stressed that the new benefits package is designed to elevate the quality of each stay and simplify trip planning.

One of the key innovations is the Confirmable Upgrade Reward – the ability to lock in an upgraded room category at the time of booking. The option will be available for both paid and award nights and will apply to top-tier brands such as Waldorf Astoria, Conrad, LXR and Signia.

Hilton is also keeping the core rules of Hilton Honors: no blackout dates on standard room rewards, no resort fees when paying with points, a flexible Points & Money model, and a free fifth night on standard award stays. The company notes that these conditions are especially valued by travelers who combine business trips with leisure and prefer flexible travel formats.

Luxury Segment Growth and Investor Interest

The loyalty program refresh coincides with the expansion of Hilton’s luxury and lifestyle portfolio, which already includes more than 1,000 properties. Among the largest projects are the reopening of Waldorf Astoria New York and the growth of the boutique collection through a partnership with Small Luxury Hotels of the World.

Analysts at International Investment note that the luxury hotel segment continues to gain popularity worldwide. Travelers are drawn by a predictable level of service, privacy, high accommodation standards and extended offerings – from club spaces to personalized service and more flexible stay policies. For frequent travelers, the ability to plan the quality of their stay in advance, including confirmable upgrades and guaranteed late checkout, is especially valuable.

Investors are primarily interested in the resilience of returns. Luxury properties tend to deliver more stable performance, are less exposed to seasonal fluctuations and recover occupancy faster after external shocks. Limited supply in the upper segment supports project profitability and strengthens developer interest.

Other international brands are also actively expanding their luxury and lifestyle portfolios. Alongside Hilton, Marriott, Hyatt, Accor and Wyndham are reinforcing their presence at the top of the market. In some cases, this involves large-scale mixed-use complexes. One of the largest projects of this kind is being developed on Georgia’s Black Sea coast: Wyndham Grand Batumi Gonio combines hotels, branded residences, villas and townhouses, as well as extensive infrastructure – pools, spa areas, fitness centers, restaurants and family spaces. The complex is designed for year-round stays and a high level of service.

Such properties are becoming a strategic tool for destination development in competitive markets, allowing hotel companies to strengthen their presence where demand consistently exceeds supply, and enabling investors to achieve more stable returns through high occupancy, premium rates and lower sensitivity of luxury projects to seasonal swings.