VIRGINIA- Hilton Honors has rolled out another major devaluation of its hotel rewards. Travelers flying with Emirates (EK) through Dubai International Airport (DXB) or Japan Airlines (JL) via Tokyo Haneda (HND) will now face record-high redemption costs at top Hilton properties.
This is the third point increase in just 12 months, following earlier changes in December 2024 and May 2025. Members were not directly notified, leaving many to discover the sharp increases when booking luxury stays.
Photo: HiltonHilton Honors Points Devaluation
Over the past 12 years, Hilton’s top-tier redemptions have surged from 50,000 points to 250,000 points per night. Backlash was loud when rates first jumped to 95,000 points, a price that now looks like a bargain compared to today.
According to Head for Points, these increases are driven by the explosion of U.S. Hilton credit cards issuing free night certificates and sign-up bonuses.
When a certificate is redeemed at a property like Waldorf Astoria New York during peak occupancy at $2,000 per night, Hilton absorbs the cost, fueling further inflation in the system.
Photo: HiltonRecent Changes Across Hotels
Luxury properties have been hit hardest, with the following new maximums introduced:
- 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
Hilton still offers “5th Night Free” redemptions for elite members, but value remains weak. For example, five nights at Conrad Tokyo now cost 520,000 points, requiring roughly $26,000 in base spending for a Diamond Elite member.
While luxury properties dominate the headlines, many mid-tier hotels also saw 5,000–10,000 point increases, following earlier rises in December 2024 and May 2025.
Photo: HiltonLoyalty Earning Weakness
Despite higher redemption costs, Hilton has not made significant changes to how members earn points. Elite bonuses for Gold and Diamond tiers have improved, but major promotions have slowed.
The summer 2025 campaign offered just 1,000 bonus points per stay, and currently, no promotion is running, the first break in back-to-back offers in years.
Across Hilton’s 7,000 hotels, the average point value remains around 0.33p, but this masks the disproportionate impact on luxury redemptions.
Adding to the disparity, casual US cardholders can quickly generate over one million Hilton points through repeated sign-ups and pooling points with partners, while frequent travelers relying on “heads in beds” struggle to keep pace.
A Loyalty Lobby poster noted this imbalance bluntly, pointing out how easy it is for churners to rack up balances despite recent cancellations.
Photo: HiltonSmall Luxury Hotels and Redemption Limits
Hilton partnered with Small Luxury Hotels (SLH) to boost its luxury portfolio after members shifted away from lower-tier brands.
However, these properties are now priced so high that they are out of reach for anyone earning points solely from hotel stays, limiting the program’s attractiveness.
Another ongoing frustration is Hilton’s restriction of redemptions to base-level rooms only.
Competitors such as Marriott Bonvoy and Hyatt allow members to pay a flat fee to upgrade reward stays to premium rooms or suites, providing more flexibility.
Hyatt Regency at Orlando International Airport; Photo- HyattCompetitor Programs Offer More
Hilton’s rivals continue to strengthen their loyalty value:
- Accor ALL: Points still redeem at a fixed €0.02 value per point, usable on any room, any night.
- Marriott Bonvoy: Guarantees 4 pm late checkout for Platinum members (resorts excluded) and issues suite upgrade vouchers.
- IHG One Rewards: Offers Milestone Rewards, with suite upgrades after 20 nights and lounge access after 40 nights.
By contrast, Hilton’s North America F&B credit falls short of covering breakfast costs, leaving elite members disappointed compared to Marriott’s full breakfast benefit at most brands.
Photo: HiltonOutlook for Hilton Honors
Hilton Honors remains a large, global program, but its luxury redemptions are increasingly out of reach for traditional travelers.
With rising points costs, weaker promotions, and competitive disadvantages in elite perks, something will have to change if Hilton hopes to retain high-value members who prioritize aspirational stays.
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